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Article | February 28, 2005
Miller puts more beer in fridge
Building on its sales success with the 12-can Fridge Pack, Milwaukee-based Miller Brewing is now the world’s first brewer offering both 12- and 18-can Fridge Packs for Miller Lite, Miller Genuine Draft and Genuine Draft Lite beers.
Designed to fit conveniently in home refrigerators to dispense one can at a time the new larger version of the package from Graphic Packaging uses 24-pt Aquacoat wet-strength paperboard that’s about 30% heavier than that used in the 12-can packs for carbonated soft drinks. Most are offset printed in five colors. Like the 12-can Fridge Pack Miller’s larger Fridge Pack also uses the “racetrack” handle in place of the die-cut slot used for soft drink packs.
According to the brewer’s AC Nielsen data sales trends were up by more than 25% since the introduction of the 12-can pack in April 2004. “The sales success was so tremendous that offering the Fridge Pack 18 seemed like the natural next step” says Doug Brodman senior vice president for sales and distribution at Miller.
Beginning in January 2005 “retailers [could] offer customers this new packaging which provides more great-tasting Miller product without sacrificing functionality” Brodman says. The new packaging will be supported by in-store merchandising.
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