America's Thirst for Unique Refreshment of Miller Chill Leads to National Launch
Miller Chill is the perfect alternative for legal-drinking-age consumers interested in a twist on the typical light beer, with the lime adding crispness and the salt making Miller Chill smoother than an ordinary beer.
13/06/07 Miller Brewing Company's newest product, Miller Chill, launches nationally throughout this month after a highly successful spring test market. Miller Chill, an American take on the popular Mexican chelada, is the only light beer brewed with a hint of lime and a pinch of salt to provide a truly refreshing beer experience.
"Nothing sells a beer like the beer itself," said Miller's chief marketing officer, Randy Ransom. "Once consumers get their first taste of Miller Chill, they will definitely be coming back for more of this unique, crisp beverage. Miller Chill is a light beer unlike any other, offering American beer drinkers a distinctive twist on refreshment."
Miller Chill is the perfect alternative for legal-drinking-age consumers interested in a twist on the typical light beer, with the lime adding crispness and the salt making Miller Chill smoother than an ordinary beer. The product is available wherever beer is sold and comes in 6- and 12-packs of 12-ounce bottles. Miller Chill was introduced into the test markets -- Arizona, Florida, New Mexico, San Diego and Texas -- in early March.
The Milwaukee-based brewer's newest brand is yet another example of the fast-growing Latinization of American culture, a trend evident in everything from food to music to media. Not only is the U.S. Hispanic population continuing to grow rapidly, but Latin culture is having a significant influence on the attitudes and behaviors of general market consumers.
"Miller Chill is a celebration and fusion of two wonderful cultures, great light beer from America and the chelada-style from Mexico," said Ransom. "In its first two months of testing, more than half of the consumers who tried Miller Chill purchased the product again. That's a great indication of the brand's appeal. The high sales and positive feedback that the brand has already received further supports the transculturalism trend that we recognized and embraced. In fact, in just five test markets, Miller Chill has already grown as big as Michelob Ultra Amber is nationally."
The foundation of a Mexican chelada -- which loosely translates as "cold one" -- is beer, lime, salt and ice. Cheladas are especially popular at Mexican resorts, with evidence pointing to enjoyment of cheladas in Guadalajara as far back as the 1960s.
Miller Chill has 110 calories per 12 ounce serving, 6.5 grams of carbohydrates and 4.2 percent alcohol by volume.
