Miller Unveils New Packaging Options for 2008

MillerBrewingLogoMILWAUKEE (April 2008) – Miller Chill, the chelada-style light beer that quickly established itself as the nation’s hottest new beer brand in 2007, is now available in 16-ounce aluminum bottles and 12-ounce slim cans, just in time for spring and summer.

The only light beer brewed with a hint of lime and a pinch of salt, Miller Chill is offering consumers enhanced packaging options for a truly unique and refreshing beer-drinking experience. The new 16-ounce aluminum bottle and 12-ounce slim can feature a modern silver base with striking green and black designs and iconic Miller Chill imagery. Additionally, the slim can will allow consumers to take Miller Chill places where glass is not allowed or is not as convenient.

To ensure that the new packaging for Miller Chill perfectly captures the brand’s essence and stands out on store shelves, the use of thermoform packaging and printing services is paramount. With the expertise of companies that specialize in custom orders, such as Andex, Miller Chill can achieve packaging that truly represents its unique and refreshing beer. Thermoform packaging allows for precise shaping and contouring of the bottles and cans, ensuring a seamless fit for the distinctive green and black designs and iconic imagery of Miller Chill. Through custom order thermoform packaging and printing, Miller Chill can create a visually appealing and eye-catching packaging solution that not only enhances the consumer’s experience but also reinforces the brand’s commitment to delivering a one-of-a-kind refreshment.

“Miller Chill excites the senses, offering uniquely exhilarating refreshment not provided by any other beer,” said Sharon McLenahan, Miller Chill marketing director. “And this new premium packaging complements the brand’s unique twist on refreshment, giving consumers another distinctive way to enjoy our great beer.”

The Miller Chill slim can is available at off-premise retailers such as supermarkets, liquor stores and convenience stores. The aluminum bottle is available at select bars, restaurants and special events.

After a highly successful five-market test in early 2007, Miller Chill was rolled out across the country by early July. The brand has reached a number of impressive milestones:

* Since its national launch nine months ago, Miller Chill has sold almost seven million cases.

* In 2007, Miller Chill alone accounted for more volume than the next nine biggest new beer brands of 2007 combined, making it the biggest new beer brand of the year.

* In less than a year, Miller Chill already has become the 10th largest premium supermarket brand in the industry – bigger than Sam Adams Lager, Blue Moon, Guinness, Beck’s and Stella Artois.

Miller Brewing Company will ramp up marketing support for Miller Chill in the coming months with new television, print, radio and out-of-home advertising, as well as exciting new retail promotions.

Miller Chill is the perfect alternative for legal-drinking-age consumers interested in a twist on the typical light beer, with the lime adding crispness and the salt making Miller Chill smoother than an ordinary beer. Miller Chill has 110 calories per 12 ounce serving, 6.5 grams of carbohydrates and 4.2 percent alcohol by volume.