- Challenge -

The #3 selling beer in America needed to shake off some rust among the minds of younger legal-aged beer drinkers.

• We were confronted with the insight that multicultural people age 21-28 thought of Miller Lite as “their uncle’s beer” and that “Miller Lite simply wasn’t for them.” So they didn’t even want to taste it, let-alone buy it.

• These multicultural younger legal-aged beer consumers were aware of Miller Lite but didn’t want to give the product a chance.

• Develop a sampling strategy and execution that converts multicultural younger legal-aged beer consumers into Miller Lite fans without them even knowing it.

- Opportunity -

Miller Lite is the original light beer. Brewed back in 1975, known as a true American Pilsner that has a great taste and is less filling.

• Beer is Hispanic Millennials’ alcoholic beverage of choice.

• Hispanic Millennials’ purchase traditional Hispanic products, as well as those products that their parents/family had used.

• The brand had just launched the iconic Miller Lite can logo so there was positive momentum surrounding the brand.

• Multicultural audiences to experience the brand without having any preconceived sentiments.

• We needed younger multicultural legal-aged beer drinkers to taste Miller Lite with an open mind.

- Solution -

We decided to knock down any preconceived notions of Miller Lite by creating an entirely new brand called 1975 beer.

This beer would have a great taste and be less filling, just like Miller Lite. It would have 4.2% abv, 3.2g carbs, and only 96 calories., just like Miller Lite.

1975 beer is Miller Lite.

Our consumer messaging was focused on key Miller Lite product attributes: color, aroma, taste, and ingredients.

- Results -

In a resounding show of support, multicultural consumers absolutely loved the taste of 1975 and were shocked to find out they were drinking a Miller Lite. The opportunity to enjoy a product without having any preconceived negative bias helped consumers maximize their senses when tasting the product. 

The 1975 beer brand was originally tested in Texas and because of incremental sales growth, distributor buy-in, on / off premise support, and resounding positive consumer engagement, this new brand campaign has been rolled out nationally across the U.S. to surprise and delight consumers of Miller Lite, The Original Light Beer.

Color

The quality and combination of malts is what gives Miller Lite it’s color. Miller Lite uses a precise combination of pale and crystal barley malts to achieve a deep, golden hue.

Aroma

Aroma influences about 80% of what is perceived as flavor. Miller Lite uses Galena hops and specially grown barley to give a medium malt and hop aroma.

Taste

Miller Lite has a hop-forward flavor and solid malt character. It’s smooth with a light to medium body and a crisp, clean finish.

The Miller Lite yeast has remained unchanged in the 160+ years Miller Brewing has existed. Yeast converts sugar from malted barley and corn syrup into alcohol and carbonation during fermentation.

Hops provides much of Miller Lite’s flavor, aroma, and desirable bitterness. Miller Lite is brewed with the unique aroma and bittering of Galena hops from the Pacific Northwest balanced with the noble Saaz hops.

Malted barley is the heart and soul of Miller Lite, providing rich malt flavors and aromas released in the brewing process. Miller Lite uses select crystal malt which has a slightly roasted and toasted toffee note and gives Miller Lite it’s distinct golden color.

Miller Lite is brewed with pure, high quality water sourced from deep aquifers, deep lakes and cold springs to ensure consistenty.

Corn Syrup is used by many brewers, and it gets consumed by the yeast during the fermentation process. Corn syrup is the fuel yeast needs to ferment into alcohol.

Hop extract is used to give Miller Lite brewers more control over the consistency, quality, and taste characteristics of the beer.