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Article | January 31, 1996
Miller's new beer joins 'family'
Miller Brewing, Milwaukee, WI, introduced its new Miller premium beer this month in Texas, Florida and Louisiana, with nationwide sales scheduled for March.
The new beer, in cans and bottles, incorporates a new trademark unveiled in December. "The trademark replaces multiple marks or looks that reflected Miller products," says Susan Henderson, marketing communications director. Miller collaborated with Lister Butler (New York, NY) to design the new trademark. It provides more of a family look that includes larger Miller typeface for readability and the phrase "since 1855." It also has a more prominent Eagle to symbolize its American heritage and a rendering of barley and hops to reflect quality. Miller Lite, Miller Genuine Draft, MGD Light and Miller High Life will all carry the new trademark by April. "Product packaging can be an effective way to unify brands and further strengthen a trademark," adds Neil Harrison, vp of marketing. "And while the unique elements of each brand's packaging remain, we're integrating them with the Miller trademark to bring our family of brands together, and reinforce our brewing heritage."Learn about packaging innovation at The Packaging Conference in Orlando, February 3-5, 2014
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