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You are here: Home / Major Brand News / Miller ‘Craft Lite’ on Hold

Miller ‘Craft Lite’ on Hold

June 23, 2008

Miller delays taking Lite Brewers Collection national

Miller Brewing has delayed its plans to begin national distribution of the Miller Lite Brewers Collection.

In a memo to distributors, president Tom Long wrote that recent test-market results “indicate a need for some additional and refined marketing elements with greater clarity about the brand’s promise of light beer refreshment combined with craft-style taste.”

“We’re trying to create a new category here,” spokesman Pete Marino said. “And when you do that, you need just a little bit more time.”

The three new craft versions of Miller Lite will target mainstream drinkers and seek to exploit trends that favor light beer, a greater variety of beer styles and a willingness to pay more for higher-quality beers.

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pbrewadmin

Posted by pbrewadmin

Comments

  1. el_mocoso says

    June 23, 2008 at 8:29 pm

    not better beer, better marketing.

    classic

    el

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