Tuesday, December 18, 2007

Miller Lite Goes Blonde [Amber and Wheat]

In an effort to tap into the craft beer market, Miller Brewing will test market three new versions of Miller Lite - blonde ale, amber beer and wheat beer - in test markets of Minneapolis, Charlotte, San Diego, and Baltimore beginning in February. These new offerings may establish a new beer industry category, what Miller Chief Marketing Officer Randy Ransom calls "craft-style light."

"The brewer who can provide a more refreshing and drinkable craft style can stake out a whole new niche in the market," Ransom says in a statement. "That's what we intend to do." Hopefully this will drive more of the large brewers to invest in new and higher quality brands.

No comments: