Miller Lite Reminds Consumers What Greatness Tastes Like With New "Great Calls" Advertising
Miller Lite is bringing its “great taste” messaging to the next level.
Next week, the brand is unveiling new “Great Calls” advertising that will consistently deliver the great taste message by linking sports moments that evoke greatness to the “great pilsner taste of Miller Lite.” The new national TV advertising for the general market will debut September 10 with the start of the NFL season. And, we’re launching TV and radio spots in key markets that use calls from alliance partners such as the Bears, Cowboys, Packers, Panthers and Vikings.
Baseball Fans Can Score with Miller High Life Extras Program
In 1903, a pitcher named Cy Young won 28 games, Buck Freeman led the league with 13 homeruns and the Boston Americans beat the Pittsburgh Pirates to win the World Series. That same year, Miller High Life made its debut, and the brand has enjoyed a strong connection with baseball ever since.
Through the Extras loyalty program, Miller High Life will celebrate baseball, as well as many of the players who helped make it “America’s Pastime.” High Life Extras allows legal-drinking-age consumers to earn reward points by purchasing specially marked packages of High Life and High Life Light, and redeem those points for High Life gear. The Extras program is now offering baseball-themed High Life merchandise.
“Extras has been a huge hit with beer drinkers since we launched it last spring, and we believe that offering exclusive High Life-themed baseball merchandise is just another way to keep the program fresh and add value for our loyal fans,” said High Life senior brand manager Kevin Oglesby. “From a High Life baseball jersey to a base-and-bat barstool, the Extras program offers something for all fans. Baseball and Miller High Life have been intertwined for more than 100 years, so this is just one way we’re bringing together the heritage and authenticity of these two American icons.” for more on this story click here
New Belgium Brewing Expands Markets and Portfolio in 2009
(FORT COLLINS, CO – March 5, 2009) New Belgium Brewing (www.newbelgium.com), best known for its flagship Fat Tire Amber Ale, is expanding its distribution and portfolio dramatically in 2009. In addition to seven year round beers and four seasonal releases, New Belgium will produce four small batch Lips of Faith beers, four collaborative beers with Elysian brewing in Seattle (collectively known as The Trip series) and four new Loose Lips beers for internal and tasting room consumption only.
NEW RELEASE: Leinenkugel’s Classic Amber
Coming in March!
CHIPPEWA FALLS, Wis. (February 2, 2009) – A tribute to a family brewing tradition since 1867, the Jacob Leinenkugel Brewing Company is introducing a new year-round beer, Leinenkugel’s Classic Amber, available starting this March. A 100 percent malted lager, Leinenkugel’s Classic Amber is a refreshing brew featuring Leinenkugel’s own unique blend of two-row and six-row malts and four varieties of hops.
Leinenkugel’s Classic Amber offers a brilliant light copper, golden color and impressive foam retention allowing beer lovers full enjoyment of the complex flavors and aroma. “Leinie’s Classic” features a blend of Pale, Caramel and Munich malts to offer an unmatched flavor complexity, while four different hops – Cluster, Cascade, Mt. Hood and Hallertau – balance the malts perfectly.
“We’re delighted to introduce this classic style lager giving beer enthusiasts a complex, yet balanced taste experience,” says Jake Leinenkugel, fifth generation brewer and president of the Jacob Leinenkugel Brewing Company, who notes that Classic Amber is Leinenkugel’s first year round beer launch since Sunset Wheat in 2006. “Craft beer drinkers and our loyal fans have told us they’re looking for more classic styles of beer that go well with anything.”
Brewed in small, high-quality batches at Leinenkugel’s brewery in Chippewa Falls, Wis., Leinenkugel’s Classic Amber offers an understated creaminess and moderate carbonation, making it the perfect beer complement for classic food favorites like fried chicken, steaks and sirloin burgers. Thanks to its complexity, Leinie’s Classic also pairs well with hearty fish steaks such as tuna, swordfish, and salmon. And, it pairs exceptionally well with a wide variety of cheeses including aged and smoked cheddars, offering complementary and contrasting yet balanced flavor relationships.
Leinenkugel’s Classic Amber contains 4.9 percent alcohol by volume (ABV) and is available where Leinenkugel’s is sold in 6 and 12 pack bottles and on draft. Classic Amber retails for approximately $6.99 to $7.99 a 6-pack. The bitterness is a 21 IBU and the color is a 10.5 SRM.
About Leinenkugel’s Leinenkugel’s, brewed in Chippewa Falls, Wisconsin, is the leading craft brewer in the upper Midwest. Year-round offerings include Leinenkugel’s Sunset Wheat, Honey Weiss, Berry Weiss, Leinie’s Red, Creamy Dark, Original, Light, and now Leinenkugel’s Classic Amber Lager. In addition to the new 1888 Bock, Leinenkugel’s offers three other limited-release seasonal beers including summer favorite Leinenkugel’s Summer Shandy, Leinenkugel’s Oktoberfest and Fireside Nut Brown. For more information on the rich history of Leinenkugel’s, visit www.leinie.com
Anheuser-Busch InBev’s plans to test Select 55 is not a surprise to any of us. With the Bud Light growth engine slowing down, ABI needs to hold shelf space. So it’s introducing an MGD 64 copycat. They have pursued this strategy again and again for three decades. We expect ABI to come at us hard, but we know we will win. Why? Because we’ve gotten better at neutralizing their distribution muscle.
We already are taking action to blunt ABI’s latest move. In fact, we’re almost doubling the MGD 64 marketing budget for the third trimester of 2009. This significant incremental investment will enable us to increase awareness and trial for MGD 64, accelerating the brand’s momentum as we come up on the one-year anniversary of the national rollout.
Download BOSTON BEER's 2009 Spring Newsletter HERE in PDF Format.
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