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

Contact:

Scott Bussen of Miller Brewing Company
414-931-3848
[email protected]

Adam Scholder of Dig Communications
312-577-1762
[email protected], for Miller Brewing Company

MILWAUKEE, July 19 /PRNewswire/ — 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.