If you can't beat 'em (keep up with their annual growth), join 'em (fool your customers into thinking they're drinking something they're not). Miller is introducing a new product line: The Miller Lite Craft Brewing Collection.
The Miller Lite Brewing Collection, which will be nationwide by September, features variations on the brewer’s biggest brand: wheat, amber and blonde ale styles, all popular among craft brewers.
Tests in February in four markets — Baltimore, Charlotte, N.C., Minneapolis and San Diego — were so well received the Milwaukee-based unit of SABMiller PLC decided to go national.
The goal, Miller spokesman Julian Green said, is to bank on the popularity of low-calorie Miller Lite to create a new market called “craft-style light.” The collection’s tag line: “Craft Beer. Done Lite.”
This from the same people who want us to believe that a 64-calorie beer can still have flavor. After all, their 96-calorie version is so tasty, ain't it?
Read the whole story at Vindy.com.