“We’re reinforcing what an extra light beer can be. Miller64 is a bit more flavor than you’d expect, especially at just 64 calories, but it’s balanced and refreshing – a perfect fit for a growing group of drinkers who pay close attention to health and wellness trends,” says Nigel Jones, a marketing manager who leads the brand for MillerCoors. “With Miller64, we think we have a product already in our portfolio that speaks directly to them.”
Renovated packaging includes a brighter palette of colors to lend a more uplifting vibe to the brand, as well as a nutritional panel that highlights the lager’s 64 calories per 12-ounce serving and 2.8% alcohol by volume.
First released nationally in 2008 as MGD Light 64 and later repositioned as Miller64, the brand over the past five or so years has received little marketing attention. That’s despite it pulling down significant volume in its core markets, Jones says. “We see a lot of volume sitting out there and an untapped opportunity for this brand to carve out its own space.”
Since the brand last made any significant marketing investment, a new generation of drinkers has entered the category, and many of them are opting for drinks like hard seltzers, and beer brands including Michelob Ultra and Corona Premier – each of which have relatively light flavor profiles. “They’re clearly more open to beers with this type of flavor profile than we’ve ever seen before,” Jones says.