Clear, pressure-sensitive labels are decorating Miller Genuine Draft (MGD) and Genuine Draft Light (MGD Light) 12-oz long-neck bottles for Miller’s national on-premise summer and fall ’01 music promotions. Paper labels are also being replaced by the no-label-look for national retail distribution of the two brands. Last year, Miller tested 11 core markets with the clear labels and “significant volume increases were realized by both brands,” says Ron Acosta, public relations manager for MGD.
By Ela Fruscione, Senior Editor/Online
The MGD and MGD Light bottles feature 2-mil biaxially oriented polypropylene back and front labels and a 2-mil proprietary neck label from Spear (Mason OH). Graphics on the front and neck labels are screen-printed in five colors. The back label graphics are reverse-printed in three colors so that the label can be viewed from the front of the bottle.
MGD and MGD Light bottles are supplied by Owens-Brockway (Toledo OH) with label application by O-B and Chattanooga Labeling Systems (Chattanooga TN). Retail bottles include a peel-and-reveal paper label that indicates information on the promotions. No information about the label was available at the time this was posted. According to Acosta the bottles retail at a competitive price.