Miller Launching Craft-Style Light Beers

Miller Lite Brewers Collection goes into test in February.

Miller Brewing Company in early February will begin test-marketing Miller Lite Brewers Collection, a family of three craft-style light beers.

The lineup includes a blonde ale, an amber and a wheat -- each with significantly fewer calories and carbs than typical beers of that style.

Miller Lite Brewers Collection will go into test in four markets -- Baltimore, Charlotte, N.C.; Minneapolis; and San Diego.

Miller executives announced the test launch this afternoon at a distributor meeting in Chicago.

“With Miller Lite Brewers Collection, we’re seeking to establish a whole new category for the industry -- craft-style light,” says Miller Chief Marketing Officer Randy Ransom. “Miller Lite is the perfect beer to introduce this innovative product because only Miller Lite provides the ideal balance of real beer taste and refreshment. And so it makes sense that we use our expertise to brew a brand with great craft-style taste and the refreshment and drinkability American beer drinkers prefer.”

Miller Lite Brewers Collection is aimed at mainstream light beer drinkers and capitalizes on three beer industry trends: the growth of light beer; the growing popularity of craft beer; and consumers’ growing willingness to pay more for products that deliver a unique or better experience.

Miller selected the three styles because they are popular among mainstream beer drinkers looking to experiment with crafts.

“Miller Lite established the light beer category by proving to consumers that they could have ‘great taste and less filling’ in one bottle,” said Miller CMO Randy Ransom. “Now we’re doing it again -- American beer drinkers now can have great craft beer taste and the refreshment and drinkability they prefer.”

The brand will be supported by TV and out-of-home advertising, digital marketing, on-premise marketing and public relations. The tagline: “Craft Beer. Done Lite.”