Not only that, MillerCoors CEO Gavin Hattersley told an audience of more than 350 Milwaukee-area business executives at the Milwaukee Business Journal’s Power Breakfast, “between Miller and Coors Light, we’ve taken share in the premium light category away from Bud Light. We’ve been doing that now for two-and-a-half years, every single quarter.”
He credits positioning of Miller Lite as the “Original Lite Beer” and Coors Light as “The World’s Most Refreshing Beer.”
Not only that, he said, Miller High Life is also showing gains. “Miller High Life has just been around for so long and it’s enjoying a resurgence, particularly amongst the millennials,” he told the audience. “We brought back the old jingle, the old commercials for Miller High Life that you would’ve seen back in the ’80s. Miller High Life is one of the brands that reacts the best to advertising and we’re seeing that right now.”