Miller Chill Top New Brand in Supers

Racked up $40.8 million in sales, according to IRI.

Miller Chill was “by far” the top new beer brand in supermarkets last year, Beer Marketer’s Insights Express reported yesterday.

BMI, citing beer sales statistics from IRI, said Miller Chill posted $40.8 million in sales in 2007.

Anheuser-Busch’s Bacardi Silver Mojito was a distant second, with $8.1 million in sales.

A-B placed six brands on the top 10 -- including two brands launched regionally, Land Shark Lager and Bud Light Chelada. But their combined performance didn’t match that of Miller Chill.

From the BMI Express report:

AB also had #3 Landshark Lager and #4 Bud Light Chelada, plus #s 7, 9 and 10. But all of new brands #2-10 didn't equal total of Chill. Only craft brand in top 15: Alaskan IPA.

Given Miller Chill’s success, who can blame A-B for launching Bud Light Lime in hopes of taking some of that volume?

The Beer Marketer's Insights home page is here.

Previous Brew Blog coverage of Bud Light Lime can be seen here.

Comments

[Steve]

That is great to hear that they got that much sales.

[Bud]

Some of the A-B Brands like LandShark were not introduced nationwide while Miller Chill was nationwide. Do you think that Miller Chill can stay out in front of some of the brands that you are comparing them to.

[Jim Arndorfer, Brew Blogger]

Bud:

Thanks for commenting.

That’s the challenge for Miller – one it knew it would face when Miller Chill took off.

But recall that Miller Chill did not go national until the summer. It wasn’t a big-bang national launch as Bud Light Lime will be.