Miller Coors is rolling out a new package design for its flagship light beer Miller Lite that can be regarded the major bottle update since the innovative Alumi-Tek.  The new bottle of a contoured shape with a sleek long neck will be only available in the U.S. bars and restaurants. 

The brown bottle with broader shoulders, referred to by the brand’s senior director Ryan Reis as the one that gives the fans «a long-overdue reinvented look and drinking experience», has been developed by the NYC-based design firm 4sight inc. To collect key insights for the bottle design, the agency conducted a series of brainstormings with fans and focus groups.

«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.»

The launch of the new Miller Lite bottle will be supported by an integrated advertising campaign spanning across TV, radio, OOH, printed press, digital and other channels.