Miller lite pro#

In 1992, light beers became the biggest domestic beer in America, and in 1998, Miller relabeled its 'Lite' brand as 'Miller Lite'. Anheuser-Busch played on the branding style of 'Lite' by highlighting the fact that their beer was called 'Bud Light' as 'everything else is just a light'. Other brewers responded, in particular Anheuser-Busch with its heavily advertised Bud Light in 1982, which eventually overtook Lite in sales by 1994. Miller's heavy-advertising approach worked where the two previous light beers had failed, and Miller's early production totals of 12.8 million barrels quickly increased to 24.2 million barrels by 1977 as Miller rose to 2nd place in the American brewing marketplace. Miller Lite was introduced nationally in 1975.

Miller lite pro#

The recipe was relaunched simply as 'Lite' on packaging and in advertising (with 'Lite Beer from Miller' being its 'official' name until the late '90s) in the test markets of Springfield, Illinois Providence, Rhode Island Knoxville, Tennessee and San Diego, California, in 1973, and heavily marketed using masculine pro sports players and other, so-called, macho figures of the day in an effort to sell to the key beer-drinking male demographic. Under the new management, Meister Brau Brewing encountered significant financial problems, and in 1972, sold several of its existing labels to Miller. That year, Peter Hand Brewing was purchased by a group of investors, renamed Meister Brau Brewing, and Lite was soon introduced as Meister Brau Lite, a companion to their flagship Meister Brau.

Owades, PhD, a biochemist working for New York's Rheingold Brewery, the recipe was given by Owades to Chicago's Peter Hand Brewing. After its first inception as 'Gablinger's Diet Beer', developed in 1967 by Joseph L. Miller Lite was the first successful mainstream light beer in the United States market.