Miller delays taking ‘craft lite’ national

June 18th, 2008 | Posted by Real Beer

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.

More about the beers themselves.

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3 Responses to “Miller delays taking ‘craft lite’ national”

  1. Sean Wilson Says:

    Marketing is important, especially when there are many competitors out there. And if they are trying to create a new ‘type’ of beer, then marketing will be even more important as they will need t convey that message to consumers.

    Maybe they should create a video like this beer company. Not to sure how it is increasing sales but it is damn funny. http://www.gib.ca/interventions
    Good blog, keep it up

  2. Kyle Says:

    If they make a good light beer I would be very impressed, but I just don’t think it is possible. I’ve had Heinken light it tastes like watered-down heniken, but good luck! I’m sure to at least try it.

  3. Koozies Says:

    Love this part of the quote “greater clarity about the brand’s promise of light beer refreshment combined with craft-style taste.” It is interesting that they are trying to create new markets. Hats off to them. AB look out.