People used to ask me, back in the days before The Great Craft Rationalization®*, 'Lew, why don't you ever write about the regular beers? Budweiser, Miller Lite, Coors Light; you know, the beers everyone really drinks?!' And although I d...
People used to ask me, back in the days before The Great Craft Rationalization®*, 'Lew, why don't you ever write about the regular beers? Budweiser, Miller Lite, Coors Light; you know, the beers everyone really drinks?!' And although I did write about beers like that sometimes -- more in a business mode, but I did write for trade journals, so you do; hell, I wrote two vodka pieces! -- and I made my mark writing about Yuengling, my response was usually something like, "Well, what can you say about them? 'Damn, this Budweiser tastes just like the last 100 Buds I've ever had!' They don't change, there's never anything new, and even the people who love them have nothing to say about the flavor past "crisp," "clean," and "great taste, less filling." There's just not a lot to work with there."We are, after all, ultimately in the story business. Hats off to A-B, who did try to engage us by flying groups of beer writers to their hop farm and maltings in Idaho...but then that turned into a circular firing squad of mutual ethics accusations and just got ugly. And mostly, beer writers didn't write about mainstream beer. Well...MillerCoors is changing all that! I've been seeing the teaser billboards on I-95 in Philly (one of the big Lite markets) for months now, and the new Miller Lite bottle is finally here! That's right, a NEW BOTTLE! Hot damn!Yeah. A new bottle. And they're telling us amazing things about it (add your own excited exclamation points, I already took out most of the capital letters):Consumers Overwhelmingly Prefer The New Bottle 2:1We Win With Occasional Drinkers Who Preferred The New Bottle By Over 3:1 We Win With All Ages (21-34, 35-40) Both Groups Prefer The New Bottle To Current (Younger By 19 Points, Older By 23 We Win With Hispanics: Hispanics Prefer The New Bottle To Current By 20 Points Advantages Of The New Bottle Also Place Us In A Stronger Competitive Standing Relative To Bud LightWOW! I guess all the beer geeks who say the different glassware really makes a difference may have a point, and Miller Lite is keying on it. I'm yanking Miller's chain, but come on, guys... A new bottle? You already did that! Remember the Vortex bottle, back in 2010? Had a set of spiral grooves on the inside of the neck? Jay Brooks summed that up pretty well here, I mean, what's the point of swirling Miller Lite as it comes out of the bottle, to stimulate the lack of aroma? Maybe...except I did an interview that year with the folks from Owens-Illinois, who developed the Vortex bottle, that I never found a market for and never released...and it shines a light on things here. Have a look. 12.00 Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} Within the consumer package and beer industry, people are looking for something new and different. It's important to differentiate. It brings added value and news to the marketplace. The Miller Lite brand has seen a lot of change and not all of