E-Malt.com News article: USA: MillerCoors’ testing of craft-style Miller Lite failed

MillerCoors LLC decided to end testing of its trio of craft styles of top-seller Miller Lite so that it could rethink the brand, the Associated Press reported on July 31.

The so-called Miller Lite Brewing Collection didn't perform as well as expected in test markets including Baltimore, Minneapolis and Charlotte, N.C., spokesman Julian Green said.

In April, MillerCoors said testing was so strong it would release the collection of beers nationwide by September. But by mid-June it said the release would be delayed for more testing.

The collection aimed to latch onto the fast-paced growth of craft beers, which are rising faster than overall beer sales and also command higher prices.

But Green said testing showed the company had to build consumer awareness to help people separate Miller Lite from the Brewing Collection.

"We need to kind of look at improving the positioning," he said.

No time frame for restarting the testing was given.

This marks one of the first brand announcements for the newly created MillerCoors, a joint venture between SABMiller's Miller Brewing and Molson Coors Brewing Co., the brewer of Coors Light. The two companies started combining their North American operations this month. Their goal is to save on costs and better compete against industry-leader Anheuser-Busch Cos. Inc.


05 August, 2008