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Article | May 1, 2013
Miller Time reinvented with sleek, easy-grip bottle
MillerCoors uses package design as a tool to influence the beer category, launching a sleek, contoured bottle for its Miller Lite brand that reinvents the drinking experience.
MillerCoors’ new Miller Lite bottle is upgrading the light beer category. The company says that the sleek, new glass bottle provides an innovative, contoured shape that is a modern interpretation of the brand's legendary long neck. Available in bars and restaurants this summer, the new package was designed to communicate Miller Lite’s core attributes and “its regular-guy confidence in complex social settings,” according to the package designer, 4sight inc.
Inspired by form and design, the modern look of the new bottle offers broad shoulders and a contoured grip, intended for easy handling from the bar to the pool table, notes MillerCoors. The bottle defies the convention of the standard cylinder-shaped bottle, helping Miller Lite stand out among the brown-bottle sameness of other light beers.
"Miller Lite is giving beer lovers a long-overdue reinvented look and drinking experience with the breakthrough new bottle design," says Ryan Reis, senior director of Miller Lite. "In our testing, consumers overwhelmingly preferred the new bottle to the standard beer bottle. We're proud of the new design, and we're excited to see how everyone reacts to our new look. This time when you grab a Miller Lite, you'll know it."
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In developing the design, 4sight engaged existing Miller Lite consumers in interactive brainstorming and targeted focus groups. The research allowed 4sight to collect key insights to create a bottle that would reflect what consumers were looking for in their drinking experience and give them a new tool to take their Miller Time celebrations with friends to the next level.
"The beer category is focusing heavily on packaging design innovation, and the new bottle from Miller Lite will take this category to new places," says Stuart Leslie, president of 4sight. "We are proud to help Miller Lite use design as a tool to influence the market and continue to be an industry leader."
To support the new bottle, two new television commercials will air May 20th that focus on the bottle design.
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