MillerCoors has unveiled a new bottle design for Miller Lite.
The design provides an innovative, contoured shape that is a modern interpretation of the brand’s traditional long neck. The new Miller Lite bottle will only be available in bars and restaurants this summer.
Inspired by form and design, the modern look of the new bottle offers broad shoulders and a contoured grip, intended for easy handling from the bar to the pool table, the company said. The bottle defies the convention of the standard cylinder-shaped bottle, helping Miller Lite stand out among the brown bottle sameness of other light beers.
“Miller Lite is giving beer lovers a long-overdue reinvented look and drinking experience with the breakthrough new bottle design,” said Ryan Reis, senior director of Miller Lite. “In our testing, consumers overwhelmingly preferred the new bottle to the standard beer bottle. We’re proud of the new design and we’re excited to see how everyone reacts to our new look. This time when you grab a Miller Lite, you’ll know it.”
The bottle was developed by the industry-leading designers from 4sight inc., a company renowned for its revolutionary product and package innovations.
“The beer category is focusing heavily on packaging design innovation and the new bottle from Miller Lite will take this category to new places,” said Stuart Leslie, president of 4sight. “We are proud to help Miller Lite use design as a tool to influence the market and continue to be an industry leader.”