The new Miller Lite bottle is upgrading the light beer category with a sleek design that provides an innovative, contoured shape that is a modern interpretation of the brand's legendary long neck. The new bottle will only be available in bars and restaurants this summer.
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. 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."
Consumers involved in predesign
The bottle was developed by the industry-leading designers from 4sight inc. , a company renowned for its revolutionary product and package innovations. By engaging existing Miller Lite consumers in interactive brainstorming and targeted focus groups, 4sight inc.,collected 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. The new Miller Lite bottle is currently featured in nationwide spots featuring Ken Jeong , Questlove and Chuck Liddell. The product launch is also supported by print, radio, out-of-home and digital advertising, retail point-of-sale and public relations.
