Our team in the United States are rather proud about what their predecessors achieved when they launched the Miller Lite brand back in the 1970's
They successfully managed to do what at that time many thought was impossible – selling reduced-calorie beer.
Miller Lite went on to sell an impressive 10 million barrels a year within a short timeframe, partly helped by an advertising campaign featuring Bubba Smith and Dick Butkus that achieved legendary status in the United States.
Fast-forward 40 years and Miller Lite is enjoying a return to form.
After a period in the relative doldrums, sales are growing again, helped by the fact that we have returned the brand to its original white packaging and that the millennial generation of consumers (defined as those who came of legal drinking age around the turn of the century) are recognising it as an original and authentic brew that, in terms of quality, can stand up to any craft beer.
You can read about all this and more in a major article about Miller Lite that appears in the current issue of Fortune magazine.
Written by John Kell, it includes insights from Tom Long, who runs our joint venture in the United States, MillerCoors, and perspectives from a number of other American beer experts.
Read the article in full here.