E-Malt.com News article: USA: MillerCoors sees promising numbers for its Miller Lite can sales

While MillerCoors isn't claiming victory just yet on the impact that the Miller Lite throwback-style packaging has had on overall brand sales, the numbers so far are promising for Miller Lite can sales and the company has extended the availability of its packaging through Sept. 30, Milwaukee Business Journal reported on March 24.

Miller Lite can sales have increased more than 4.7 percent this year through March 1. During the week ended Feb. 22, Miller Lite’s change in share of total U.S. beer sales (for cans) from the same week one year ago increased by 0.24 percent. This was the first time Miler Lite can sales gained share since March 2013. Still, overall brand sales are down 2 percent, according to Nielsen data.

Jonathan Stern, director of media relations for MillerCoors, said re-introducing the original can caught the attention of millennial beer drinkers.

“Since millennial beer drinkers are into authenticity and heritage, and with Miller Lite being the original light beer, we believe this is causing a lot of interest," Stern said.

Tom Long, MillerCoors chief executive officer, admitted in a Nov. 6 earnings release that the company was “not satisfied with the on-premise distribution or volume performance” of the premium light brands.

Hence the return of the original Lite can, bearing the original 1970s packaging. The company is seeing push in the right direction with the help of the packaging decision, which was noted in MillerCoors' latest earnings report.

"Miller Lite declined high-single digits for the full year but mid-single digits in the fourth quarter," Long said during an earnings call in February. "The brand brought back the original Miller Lite can design in December of 2013 to drive new interest and trial. Based on strong consumer results, the original can pack will be extended nationally through Sept. 30."


26 March, 2014