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Miller Lite bottle given modern look and feel

The Miller Lite bottle has been redesigned in a move to upgrade the light beer category drinking experience. The sleek new contoured shape is a modern take on the brand’s familiar long neck and will only be available in bars and restaurants this summer.

Inspired by form and design, the modern look offers broad shoulders and a contoured grip, intended for easy handling from the bar to the pool table. The bottle defies the convention of the standard cylinder-shaped bottle, helping Miller Lite stand out among the brown bottle sameness of other light beers.

“Miller Lite is giving beer lovers a long-overdue reinvented look and drinking experience with the breakthrough new bottle design,” said Ryan Reis, senior director of Miller Lite. “In our testing, consumers overwhelmingly preferred the new bottle to the standard beer bottle. We’re proud of the new design and we’re excited to see how everyone reacts to our new look. This time when you grab a Miller Lite, you’ll know it.”

The bottle was developed by designers from 4sight inc., a company renowned for its revolutionary product and package innovations. By engaging existing Miller Lite consumers in interactive brainstorming and targeted focus groups, 4sight inc. collected key insights to create a bottle that would reflect what consumers were looking for in their drinking experience and give them a new tool to take their Miller Time celebrations with friends to the next level. 

“The beer category is focusing heavily on packaging design innovation and the new bottle from Miller Lite will take this category to new places,” said Stuart Leslie, president of 4sight. “We are proud to help Miller Lite use design as a tool to influence the market and continue to be an industry leader.”

To support the new bottle, two new television commercials will air on May 20th that focus on the bottle design. The new Miller Lite bottle is currently featured in nationwide spots featuring Ken Jeong, Questlove and Chuck Liddell. The product launch is also supported by print, radio, out-of-home and digital advertising, retail point-of-sale and public relations.


9 May 2013 - Felicity Murray