Miller Lite Reinvents Miller Time With New Bottle

              Miller Lite Reinvents Miller Time With New Bottle

New Bottle Design Stands Tall With Distinctive Broad Shoulders and Contoured
Grip

PR Newswire

CHICAGO, May 1, 2013

CHICAGO, May 1, 2013 /PRNewswire/ -- The new Miller Lite bottle is upgrading
the light beer category. The sleek design provides an innovative, contoured
shape that is a modern interpretation of the brand's legendary long neck. The
new Miller Lite bottle will only be available in bars and restaurants this
summer.

(Photo: http://photos.prnewswire.com/prnh/20130501/CG03439)

(Logo: http://photos.prnewswire.com/prnh/20121112/CG11151LOGO)

Inspired by form and design, the modern look of the new bottle 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 the industry-leading 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 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.

More information about the Miller Lite new bottle and the advertising spots
can be found at www.MillerLite.com and www.Facebook.com/MillerLite.

About MillerCoors
Built on a foundation of great beer brands and nearly 300 years of brewing
heritage, MillerCoors continues the commitment of its founders to brew the
highest quality beers. MillerCoors is the second-largest beer company in the
United States, capturing nearly 30 percent of beer sales in the U.S. and
Puerto Rico. Led by two of the best-selling beers in the industry,
MillerCoors has a broad portfolio of brands across every major industry
segment. The portfolio is led by the company's premium light brands: Coors
Light, Miller Lite and Miller64. Coors Light, the World's Most Refreshing
Beer, offers consumers refreshment as cold as the Rockies. Miller Lite
established the American light beer category in 1975, offering beer drinkers a
light beer that tastes like beer should. Miller64 is 64 calories of crisp,
light taste that complements a balanced lifestyle. MillerCoors brews premium
beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High
Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft
and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and
Grolsch, and features craft brews from the Jacob Leinenkugel Brewing Company,
Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors
operates eight major breweries in the U.S., as well as the Leinenkugel's craft
brewery in Chippewa Falls, Wisc., and two microbreweries, the Tenth Street
Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in
Denver. The MillerCoors vision is to create the best beer company in America
through great people changing the way America enjoys beer. MillerCoors builds
its brands the right way through brewing quality, responsible marketing and
sustainable environmental and community impact. MillerCoors is a joint
venture of SABMiller plc and Molson Coors Brewing Company. Learn more at
MillerCoors.com, at facebook.com/MillerCoors or on Twitter through
@MillerCoors.

SOURCE MillerCoors

Contact: Karina Diehl of MillerCoors, +1-312-496-2973,
Karina.Diehl@millercoors.com, or Kirby Shiffler of Olson PR, +1-312-377.-4132,
kshiffler@olson.com
 
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