Miller Brewing has delayed its plans to begin national distribution of the Miller Lite Brewers Collection.
In a memo to distributors, president Tom Long wrote that recent test-market results “indicate a need for some additional and refined marketing elements with greater clarity about the brand’s promise of light beer refreshment combined with craft-style taste.â€
“We’re trying to create a new category here,†spokesman Pete Marino said. “And when you do that, you need just a little bit more time.â€
The three new craft versions of Miller Lite will target mainstream drinkers and seek to exploit trends that favor light beer, a greater variety of beer styles and a willingness to pay more for higher-quality beers.
More about the beers themselves.
Marketing is important, especially when there are many competitors out there. And if they are trying to create a new ‘type’ of beer, then marketing will be even more important as they will need t convey that message to consumers.
Maybe they should create a video like this beer company. Not to sure how it is increasing sales but it is damn funny. http://www.gib.ca/interventions
Good blog, keep it up
If they make a good light beer I would be very impressed, but I just don’t think it is possible. I’ve had Heinken light it tastes like watered-down heniken, but good luck! I’m sure to at least try it.
Love this part of the quote “greater clarity about the brand’s promise of light beer refreshment combined with craft-style taste.†It is interesting that they are trying to create new markets. Hats off to them. AB look out.