How Miller Lite Tricked New Drinkers Into Liking Its Same Old Beer

Miller Lite was in a slump. U.S. sales of the beer had been sliding since 2009, trailing Bud Light, Coors Light, and Budweiser. Revenue dropped 7 percent in just 2013, according to Beer Marketer’s Insights. So in January, in an effort to create some buzz, MillerCoors released a limited-edition version of its original 1975 white Miller Lite can, promoted with an Anchorman 2 movie tie-in. Sales of the cans rose so quickly that the company has decided to expand the white label to bottles and taps permanently.