Some 76% of St. Louisans chose Miller Lite instead of Bud Light in a blind taste test, MillerCoors said.
The test was conducted September 7-9, 2017, and involved more than 360 St. Louisans. One participant said he was surprised he chose Miller Lite because he had been “a Bud Light guy”.
“All summer we’ve seen fantastic results from the Know Your Beer program. We wanted to put it to the ultimate test and go head-to-head with Bud Light in their home market of St. Louis. We are always confident in our beer, but knew this would be our toughest challenge because in St. Louis, loyalty to Bud Light runs deep,” said Greg Butler, vice president of the Miller family of brands. “And the results clearly speak for themselves.”
Miller Lite has focused its marketing efforts on the quality and taste of its beer, which has aided in its rise to the third ranking biggest American Light Lager in the country.
A-B responded to the MillerCoors video by releasing its own video mocking Miller Lite’s taste test. (For more, see “What We’re Reading,” below.)