America’s Beer Drinkers Embrace New Twist on Refreshment, Making Miller Chill The...

America’s Beer Drinkers Embrace New Twist on Refreshment, Making Miller Chill The Hot Brand of 2007

Two millionth case sold as phased national rollout is completed, Miller Chill now available at retail everywhere across the country


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Milwaukee, WI–(HISPANIC PR WIRE)–July 19, 2007–Miller Chill is quickly establishing itself as America’s favorite new twist on refreshment.

Miller Chill, an American take on the popular Mexican chelada, is the only light beer brewed with a hint of lime and a pinch of salt to provide a truly refreshing beer experience. The brand just surpassed the two millionth case sold milestone since test marketing began in early March. After the five-market test through May, Miller Brewing Company began a phased national rollout in early June. As of this week, Miller Chill now is available at retail outlets in all U.S. markets.

“Consumer and retailer enthusiasm for Miller Chill continues to exceed our expectations,” said Miller chief marketing officer Randy Ransom. “This is a light beer that’s unlike any other because the lime combines with our unique blend of natural salts to provide a crisper, smoother, more refreshing beer experience. We’ve seen again and again over the past few months that if beer drinkers try Miller Chill once, the taste will keep them coming back for more.”

With the product just now fully available across the country, Miller Chill already has a bigger share of beer industry dollars than brands such as Dos Equis, Michelob Light, Heineken Light, Beck’s, Blue Moon, Shiner Bock, Pacifico, Amstel Light, Samuel Adams Boston Lager and Rolling Rock. (SOURCE: AC Nielsen Supermarket data for latest 12 weeks ending June 30.)

Additionally, Miller Chill is successfully attracting new legal-drinking-age consumers to the beer category, with 50 percent of the brand’s volume coming from wine, spirits and other non-beer categories.

The product is available wherever beer is sold and comes in 6- and 12-packs of 12-ounce bottles. Miller Chill has 110 calories per 12 ounce serving, 6.5 grams of carbohydrates and 4.2 percent alcohol by volume.

The foundation of a Mexican chelada – which loosely translates as “cold one” – is beer, lime, salt and ice. Cheladas are especially popular at Mexican resorts, with evidence pointing to enjoyment of cheladas in Guadalajara as far back as the 1960s.

About Miller Brewing Company

As one of America’s oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew “confoundedly good beers” with “uncompromising quality” Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that capture approximately 18 percent of the U.S. beer market. In the past decade, Miller beers have won 105 medals – more than twice as many as its major competitors – at the biannual World Beer Cup and annual Great American Beer Fest. An unprecedented four-time gold award winner at the World Beer Cup, Miller Lite is the great tasting, less filling beer that has defined the American light lager category since 1975. Miller also brews smooth, golden rich Miller Genuine Draft using a unique cold-filtering process introduced in 1985. The company’s oldest brew is Miller High Life, the champagne of beers. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Foster’s, and it offers regional craft brews from the Jacob Leinenkugel Brewing Company and the Blitz-Weinhard Brewing Company. Near-premium beers include Milwaukee’s Best Light, Steel Reserve, Olde English 800, Mickey’s Malt Liquor, Icehouse and Sharp’s, a non-alcohol brew. Miller also offers the Sparks line of caffeinated alcohol beverages. Miller is a wholly owned subsidiary of SABMiller plc, one of the world’s leading brewers with a global footprint spread across six continents. For more information, visit http://www.MillerBrewing.com.

America’s Beer Drinkers Embrace New Twist on Refreshment, Making Miller Chill The Hot Brand of 2007