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 â€œindicate a need for some additional and refined marketing elements with greater clarity about the brandâ€™s promise of light beer refreshment combined with craft-style taste.â€
â€œWeâ€™re trying to create a new category here,â€ spokesman Pete Marino said. â€œAnd when you do that, you need just a little bit more time.â€
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.