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Black label suits Miller Genuine Draft’s global trade dress

New U.S. package design creates global consistency for Miller Genuine Draft across 60 countries and on all packaging.

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Redesigned graphics that combine a nighttime “cityscape” with a golden flow of beer lend a simple elegance and appeal to packaging for Miller Genuine Draft in the U.S. Based on positive initial consumer test-group results, parent company MillerCoors is encouraged that the new packaging will help drive brand sales and market share.


The new look began hitting U.S. store shelves in November 2011, with a national transition to the packaging anticipated early this year. The “black label” graphics adorn labels on glass and plastic bottles, aluminum cans, and paperboard cartons. MGD is sold in 60 countries. With the new changes, U.S. packaging is now in synch with the product’s global trade dress.


“The change was initially driven by the fact that Miller Genuine Draft internationally changed its secondary packaging,” says MGD brand manager Jennifer Anton. “The primary packaging had incorporated the black label look, and the global brand had been performing really well in this new design. We wanted to get our packaging to the same level as the rest of the world’s packaging. The design is one that we used years ago that we moved away from, so we’re excited about it. We think it looks good, kind of sexy.”


More importantly, perhaps, consumers who were tested on the potential new look during the first quarter of 2011 also liked the redesigned package graphics. “Consumers said it was simple, modern, and masculine, and we had a very good response from Hispanics,” Anton says.


Although that particular research did not involve social media, social media was used in other areas of package development. Anton explains, “We did use social media before we finalized the package redesign by giving consumers a sneak peek of it on our Facebook page, and we received consumer feedback. Then we also asked consumers once they start seeing it at retail to take a picture of it and post it on Facebook—so we incorporated social media not only in the development stages, but also at the back end.”

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