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Miller Lite’s Original Cans Cause A Stir

Article from: 
US
Tue, 29/04/2014 - 18:55
By: 
Ted Marzilli
Miller Lite

Miller Lite’s return to 1970s packaging seems to be having an impact on the present: since the beginning of the year, more US consumers say they would consider the brand the next time they are in the market to purchase beer. And that has also translated into more consumers who report recently purchasing the brand.

YouGov BrandIndex research shows the percent of men between the ages of 21-49 who say they have purchased Miller Lite within the last 30 days has increased from 5% on January 1st to 8% currently. The increase not only widens the gap between Miller Lite and the beer sector average, but also sees them gaining ground on key rival Bud Light.

Likewise, the percent of those consumers who say they would consider Miller Lite the next time they are in the market to purchase beer, has increased from 11% to 13% during the same time period.

Miller Lite introduced the original white can packaging in December and has been supported by a series of advertising spots touting its heritage as the original low calorie brew. The brand’s can sales have increased more than 4.7% this year through March 1st. The original white cans were initially supposed to end in the spring, but their run has now been extended through September 30th.

The beer brands were measured with two of YouGov BrandIndex’s scores: Current Customer (“Have you purchased this product in the past 30 days?”) and Purchase Consideration (“When you are next in the market to purchase beer, from which of the following would you consider purchasing?”). All respondents are men between the ages of 21 and 49.

Current Customer and Purchase Consideration scores are expressed as percentages, with a range of zero to 100%.

Purchase Consideration: Miller Lite, Bud Light, Beer Sector
Purchase Consideration: Miller Lite, Bud Light, Beer Sector
Current Customer: Miller Lite, Bud Light, Beer Sector
Current Customer: Miller Lite, Bud Light, Beer Sector
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