E-Malt.com News article: USA: Miller plans national rollout of new beer MGD 64

Miller Brewing Co. of Milwaukee is planning a national rollout of MGD 64, a 64-calorie version of its Miller Genuine Draft Light brand, because of what Miller chief executive Tom Long described as "broad-based geographic growth" for the brand in test markets, American City Business Journals, related on June 24th.

In a message Monday to Miller's distributors, Long said that MGD 64 will replace MGD Light by mid-September in all remaining markets where the changeover has not already occurred, as well as in markets that do not currently have MGD Light.

MGD 64 was initially launched last summer in Madison and is now widely available throughout the Midwest and West regions. In May, Miller said it was expanding its test markets to include Los Angeles, Las Vegas, San Francisco, Seattle, Minneapolis and Portland.

Long said that the brand has elicited a strong response from consumers and retailers. Conversion from trial to repeat purchase has been higher than expected - nearly twice that of Michelob Ultra after its first two months in the market, according to Long.

Long said the brand has led a "dramatic turnaround" in sales. Midwest sales, for example, are on the rise after a double-digit decline a year ago, he said.

Miller is planning an "aggressive" marketing plan to support the national expansion, including the introduction of television advertising that will begin Oct. 1. The brewer will continue its current strategy of marketing the brand in unexpected places such as spas and health clubs, as well as in print, radio and out-of-home advertising.


25 June, 2008