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

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.

01/04/08 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.

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.