Goodbye, Miller64. Hello, Miller Extra Light.
It’s the same beer that won over fans seeking a lighter option thanks to its 2.8% alcohol by volume and 64 calories per 12 ounces. But with an updated name, look and positioning, Miller Extra Light is ready to make further inroads in the growing low-alc beer market.
“Miller64 has a loyal following, and we see untapped potential,” says Anne Pando, director of activation for Miller brands. “This isn’t just a packaging refresh – it’s a new opportunity for us.”
Trailblazing a growing category
Instead of centering the brand’s name on calories, Miller Extra Light puts the focus on the beer’s low 2.8% ABV.
“People today want moderation, but that doesn't mean they always want to abstain completely from drinking,” she says. “Miller Extra Light is the great-tasting beer that’s just right for those wanting to participate in beer occasions but who also want balance.”
While much has been written about the growing non-alc beer segment, low-alc is seeing growth, too. Forty percent of the U.S. population already purchases no- and low-alc beers, and of that group, seven out of 10 buyers purchase low-alc, according to IWSR’s No and Low-Alcohol Strategic Study 2022. The same study noted that the low-alc category grew by 5.2 million cases from 2018 to 2022.
Miller64 has seen a boost, as well, growing 5.3% in volume sales for the 13 weeks that ended Jan. 14, according to Circana multi-outlet and convenience store data.
An evolving marketing plan
Because Miller64 has a devoted consumer base, the packaging refresh will happen in phases throughout 2024 so all its fans can follow along. Starting this month, redesigned packaging will arrive in stores emphasizing the new name, while still featuring the number 64 prominently. In the fall, the number will disappear, as the packaging goes all in on the Miller Extra Light name.
Timed to take advantage of spring shelf resets, the brand’s refresh comes with a marketing campaign kicking off in April boosted by 2.5 times more media support than Miller64 had over the last four years combined, Pando says. The brand will debut social, online video, digital and out-of-home ads, along with retail tools and sampling initiatives across the country.
Miller Extra Light will also have a presence with pickleball, the fastest-growing sport in the United States.
This year, Pando says the goal is to increase distribution, grow further in core markets and expand beyond those, setting up Miller Extra Light for a strong year two.
“Miller Extra Light is a long-term play and a key part of our portfolio,” says Pando.
Packaging for all occasions
Miller Extra Light cans will be available in 24- and 30-packs, while bottles will come in 6- and 12-packs. And for the first time, the brand will also offer single 24-ounce cans.
“The 24-ounce can will drive more trial opportunities and reach drinkers in new occasions, like unwinding and relaxing after work, while still being able to deliver on the moderation and balance they are seeking,” says Pando.
According to Circana, single 24-ounce cans have become increasingly popular at c-stores, growing 2.1% for the 13-week period that ended on Jan. 7 and 8.9% for the 52-week period that ended Jan. 7. Previously, Miller64 couldn’t take advantage of the larger format, because that wouldn’t have worked for a beer so tied to a specific calorie count.
“With the new name and repositioning, it’s the perfect opportunity to give drinkers a new 24-ounce can,” says Pando.