USA: Miller Brewing to roll out new light beer in Portland

Miller Brewing Co., of Milwaukee, said it is expanding its rollout of MGD 64, a 64-calorie version of its Miller Genuine Draft Light brand, to at least a half dozen new markets because of favourable customer response, Portland Business Journal published May 20.

The main new markets include Los Angeles, Las Vegas, San Francisco, Seattle, Minneapolis and Portland, Miller said. MGD 64 was launched last summer in Madison and is now widely available throughout the Midwest and West regions.

The expanded rollout of MGD 64 will include marketing activities reaching consumers in places such as spas and health clubs, as well as those aiming at print, radio and out-of-home advertising featuring the brand's "As Light As It Gets" tagline.

MGD 64 has only 64 calories and 2.4 grams of carbohydrates per 12-ounce serving. By comparison, Bud Light has 110 calories and 6.6 carbs; Coors Light, 102 calories and 5.0 carbs; Amstel Light, 95 calories and 5.0 carbs; and Michelob Ultra, 95 calories and 2.6 carbs.

22 May, 2008