Miller Brewing Company is redefining its approach in the low-alcohol beer segment with the rebranding of Miller64 to Miller Extra Light. This repositioning involves more than a new name; it introduces a revamped visual identity designed to appeal to consumers interested in moderation without complete abstinence. Anne Pando, Director of Activation for Miller brands, emphasizes that this is not just a packaging refresh but “a new opportunity for us.”
The rebranding shifts the focus from calorie content to the beer’s low alcohol level—2.8% ABV—highlighting its suitability for consumers who enjoy beer occasions but seek balance. Pando points out the growing consumer trend towards moderation: “People today want moderation, but that doesn’t mean they always want to abstain completely from drinking,” she explains. This strategic move is underscored by a growth in the low-alcohol category, which, as per the IWSR’s No and Low-Alcohol Strategic Study 2022, saw an increase of 5.2 million cases from 2018 to 2022.
The transition to Miller Extra Light will be phased throughout 2024 to allow its loyal customer base to adapt. Initially, the redesigned packaging will still feature the number 64 prominently, but by fall, it will fully transition to emphasize the Miller Extra Light branding. This gradual change is part of a broader marketing effort that includes a significant increase in media support and promotional activities ranging from social media campaigns to in-store sampling, which Pando describes as having “2.5 times more media support than Miller64 had over the last four years combined.”
Additionally, the introduction of a 24-ounce can format represents a tactical move to tap into new consumption occasions. This size has been growing in popularity, particularly in convenience stores, and represents an opportunity for the brand to attract trial by appealing to the convenience-seeking consumer. Pando notes, “The 24-ounce can will drive more trial opportunities and reach drinkers in new occasions, like unwinding and relaxing after work, while still being able to deliver on the moderation and balance they are seeking.”
This strategic refresh, as outlined on Lovely Package, showcases how Miller is leveraging both design and marketing to rejuvenate its brand and appeal to a consumer base that values both tradition and moderate drinking options.
