The Miller Lite bottle is getting a summer makeover. MillerCoors announced that the new bottle -- which, according to the brewer "offers broad shoulders and a contoured grip" -- will be available only in bars and restaurants this summer.
Beer drinkers can expected to see television ads focusing on the bottle design starting May 20, said the company, which has a brewery in Trenton, Ohio.
“Miller Lite is giving beer lovers a long-overdue reinvented look and drinking experience with the breakthrough new bottle design,” Ryan Reis, senior director of Miller Lite, said in a prepared statement. “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.”
The bottle was designed by 4sight inc. -- a process that included Miller Lite consumers in interactive brainstorming and targeted focus groups.
“The beer category is focusing heavily on packaging design innovation and the new bottle from Miller Lite will take this category to new places,” Stuart Leslie, president of 4sight, said in a prepared statement. “We are proud to help Miller Lite use design as a tool to influence the market and continue to be an industry leader.”