Miller Brewing Company Changing the Look of Its Iconic Miller Lite Packaging

Ultimate Light Beer Receives Updated Visual Identity Befitting of World Beer Cup Champion

MILWAUKEE, March 31 /PRNewswire/ — Miller Brewing Company announced it has designed new packaging for its four-time World Beer Cup gold award winner and top selling brand, Miller Lite.

  (Photo:  http://www.newscom.com/cgi-bin/prnh/20080331/CLM168-a )

  (Photo:  http://www.newscom.com/cgi-bin/prnh/20080331/CLM168-b )

Beginning in April 2008, beer drinkers across the country will notice a new differentiating signature look adorning all Miller Lite bottles, cans, packaging, point-of-sale materials and signage in stores and on delivery trucks. It’s been five years since Miller Lite — the creator of the light beer category and the beer with more taste and half the carbs of Bud Light — tweaked its packaging.

“More than 30 years ago, Miller Brewing Company successfully introduced a revolutionary new product named Miller Lite that delivered the ultimate combination of taste and refreshment,” said Antonio Maldonado, Miller Lite vice president of marketing. “We believe this new iconic visual treatment will resonate with legal-drinking-age consumers and further establish Miller Lite as the ultimate light beer.”

Miller Lite’s new look was designed by Chicago-based Bagby and Company, Inc., and will be applied in a consistent manner across the brands total marketing mix. Consumers will be able to see this exciting new look for Miller Lite wherever they enjoy or purchase their beer, including bars and restaurants as well as grocery stores and convenience stores across the country.

About Bagby & Company

Bagby and Company is a full-service advertising, branding, and design company, based in Chicago. Founded in 1981 and still privately held, Bagby and Company devises creative solutions to business problems, raising brand equity through meticulously designed and creative brand expressions at every consumer touch point. In addition to Miller Lite, Bagby and Company’s list of current and former clients includes: International Truck and Engine, Kimberly-Clark, TAG Heuer, Jim Beam, McDonald’s and Sony. For more information, visit http://www.bagbyco.com/.

About Miller

As one of America’s oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew “confoundedly good beers” with “uncompromising quality.” Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that capture approximately 18 percent of U.S. beer sales. An unprecedented four-time gold award winner at the World Beer Cup, Miller Lite is the great tasting, less filling beer that established the American light beer category in 1975. Miller’s latest innovation is Miller Chill, a chelada-style beer brewed with lime and salt to provide a unique twist on refreshment. The company also brews Miller Genuine Draft, Miller High Life, Foster’s, Milwaukee’s Best Light, Olde English 800, Mickey’s Malt Liquor, Icehouse and Sharp’s, a non-alcohol brew. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Tyskie and offers the Sparks line of caffeinated alcohol beverages, as well as regional craft brews from the Jacob Leinenkugel Brewing Company and the Blitz-Weinhard Brewing Company. Miller is a wholly owned subsidiary of SABMiller plc, one of the world’s leading brewers with a global footprint spread across six continents. For more information, visit http://www.millerbrewing.com/.

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Source: Miller Brewing Company

CONTACT: Jonathan Stern of Miller Brewing Company, +1-414-324-2991,
stern.jonathan@mbco.com; or Adam Scholder of Dig Communications,
+1-312-577-1762, ascholder@digcommunications.com

Web site: http://www.millerbrewing.com/
http://www.bagbyco.com/