Miller Lite

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Miller Lite is a popular pilsner-style beer sold by Miller Brewing Company of Milwaukee, Wisconsin, United States with a 4.2% ABV. Sibling beers include Miller Genuine Draft and Miller High Life.

1 History
2 Awards
3 Product information
4 Advertising
5 References
6 External links

[edit] History

Essentially the first mainstream light beer, Miller Lite has a colorful history. After its first inception as "Gablinger's Diet Beer," which was created in 1967 by Joseph L. Owades, a biochemist working for New York's Rheingold Brewery,^[1]. The recipe was literally given, by the inventor of the light beer process, to one of Miller's competing breweries, Chicago's Meister Brau, which came out with the Meister Brau "Lite" brand in the late 1960s. When Miller acquired Meister Brau's labels the recipe was reformulated and relaunched as "Lite Beer from Miller" in 1975, and heavily marketed using masculine pro sports players and other macho figures of the day in an effort to sell to the key beer-drinking male demographic. Miller's approach worked where the two previous light beers had failed, and Miller's early production totals of 12.8 million barrels quickly increased to 24.2 million barrels by 1977 as Miller rose to 2nd place in the American brewing marketplace. Other brewers responded, especially Anheuser-Busch with its heavily advertised Bud Light in 1982, which eventually overtook Lite in 1994. In 1992 light beer became the biggest domestic beer in America.

[edit] Awards

Miller Lite won the World Beer Cup's gold medal for Best American-Style Light Lager in 1996, 1998, 2002, and most recently, in 2006. Lite also won the Great American Beer Festival's silver medal in 2003 in the same category.^[2]

[edit] Product information

Miller Lite at one point contained several ingredients not normally found in beer, including manufactured chemical additives. The Center for Science in the Public Interest reported in 1982 that Miller Lite contained propylene glycol alginate (a seaweed extract), water, barley malt, corn syrup, chemically modified hops extracts, yeast, amyloglucosidase, carbon dioxide, papain enzyme, liquid sugar, potassium metabisulfite, and Emka malt (a food coloring).^[3] Today, the company claims their beverage contains water, corn syrup, malted barley, and hops.

Per 12 ounce serving, Miller Lite contains:

3.2 grams of carbohydrates
96 calories
4.2% ABV
0.9 grams of protein

[edit] Advertising

Miller Lite is known for its long-running "Great Taste...Less Filling!" advertising campaign, which was ranked by Advertising Age magazine as the 8th best advertising campaign in history. In the prime of the campaign, television commercials typically portrayed a Miller Lite drinker noting its great taste followed by another who observed that it was less filling. This usually led to a parody of Wild West saloon fights in which every patron got involved in the dispute for no real reason, though in this case it was always a shouting match, and blows were never thrown. The campaign was developed by the ad agency, McCann-Erickson Worldwide.^[4]

As part of this campaign, Miller Brewing ran a series of highly distinctive television commercials in the winter of 1993–1994 showing several fictitious "extreme sports" such as "Wiener Dog Drag Racing" (which featured two wiener dogs facing each other at a drag racing strip), "Sumo High Dive" (which depicted a Japanese sumo wrestler diving off a platform) and "The Miss Perfect Face-Off" (which featured beauty pageant contestants playing ice hockey). The tag line that followed was, "If you can combine great taste with less filling, you can combine anything."

In 1996, Miller Lite ran the "Life Is Good" campaign, which showed Miller Lite drinkers' aspirational transition to more fun via a Miller Lite bottle tap, like "Beach Rewind," where three dudes on a beach admired three beautiful women walking by, and could rewind, and enjoy, the scene repeatedly. The campaign was developed by Leo Burnett Company, and received the American Marketing Association EFFIE award for outstanding advertising effectiveness. The campaign included celebrities such as Larry Bird, Keith Jackson, and Richard Karn. http://findarticles.com/p/articles/mi_m3469/is_11_51/ai_61622724

Starting on January 12, 1997, a series of surreal Miller Lite ads began to be produced, purportedly made by a guy named "Dick". They were hallmarked as such either at the beginning or the end of the commercial. Such commercials include one where a middle-aged guy sees the message "twist to open" on a Miller Lite bottlecap, and he proceeds to do the Twist.^[5]

In 2002, "Catfight", another high-profile commercial in the long-running "Great Taste...Less Filling" campaign, was denounced by critics as depicting women as sexual objects.^[6]

In 2006, Miller Lite had an advertising campaign called Man Laws featuring celebrities that include actor Burt Reynolds, professional wrestler Triple H, comedian Eddie Griffin, and former American football player Jerome Bettis. The celebrities and along with other actors were in a "Men of the Square Table", a group meeting where they discuss different situations that should be included in the "Man Laws". The ads were developed by the ad agency, Crispin Porter + Bogusky/Miami, and were directed by comedy film director Peter Farrelly.^[7] Miller Lite has recently changed their labels to an updated version. This new marketing campaign was headed by a member of their marketing department, Mr. Rusty.

Another popular advertising campaign was the Miller Lite referees gimmick. The animated referees would flag beer drinkers for penalties such as unbeermanlike conduct. Miller Lite went so far as to publish fake referee profiles in the September 2005 issues of Sports Illustrated Magazine. The Miller Lite referees were also a popular halloween costume that fall. One such group of Bowdoin College students were threatend to be kicked out of school for their portrayals of the referees.

In the sport of NASCAR, Miller beer began advertising their Miller Genuine Draft beer on the #27 Pontiac of Rusty Wallace (later #2). Wallace switched to a Ford in 1994, and Miller switched their sponsorship to Miller Lite a couple years later in 1997. That sponsorship continues to this day, now on the #2 Dodge, driven by Kurt Busch, after Wallace retired in 2005.