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Miller Lite goes back to roots reviving heritage packaging and brand identity

Miller Lite, a popular American brand of light beer, is going back to its roots and introducing a heritage branding and packaging as of 1975. In that year Miller Brewing Company, the brand owner, “revolutionized” the beer category with the launch of the first low-calorie beer product in the U.S. containing just 96 calories. 

Photo: Miller Lite's heritage logo will appear on all marketing materials and packaging in the U.S.

Photo: Miller Lite’s heritage logo will appear on all marketing materials and packaging in the U.S.

Photo: a new heritage Miller Lite bottle

Photo: a new heritage Miller Lite bottle

Photo: variety of the Miller Lite packaging with the heritage branding on it

Photo: variety of the Miller Lite packaging with the heritage branding on it

In January 2014, the Miller Lite revived its Original Lite Can and in August changed the bottle design in the U.S.

“What we learned through this process was that our history means something special to consumers,” commented on the process Ryan Reis, senior marketing director for Miller Lite.

Starting October, Miller Lite will be revamping all packaging formats from multipacks to aluminum pints, as well as changing communication strategy with the focus on the brand’s heritage, low-calorie content and true American spirit.

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