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(Courtesy Molson Coors)
We think it’s fair to say that for many years, Miller64 was an afterthought at Molson Coors, but with a growing number younger consumers adopting more health-conscious lifestyles, many are ditching sugar, calories, and cutting back on alcohol, it’s in the spotlight again
Say goodbye to Miller64 and hello to Miller Extra Light.
Miller Extra Light is the same beer that’s grown a considerable following from those seeking a lighter option thanks to its 2.8% alcohol by volume and 64 calories per 12 ounces. And with an updated name, look and positioning, Molson Coors 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 told Beer & Beyond. “This isn’t just a packaging refresh – it’s a new opportunity for us.”
Instead of centering the brand’s name on its 64 calories, Miller Extra Light puts the focus on the beer’s uber-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-alcohol segment, low-alcoholic beers are on the rise as well…
“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.
That same study noted that the low-alcohol category grew by 5.2 million cases from 2018 to 2022.
This year Molson Coor’s goal is to increase distribution, grow further in core markets and expand beyond those, positioning Miller Extra Light for a strong 2025.
“Miller Extra Light is a long-term play and a key part of our portfolio,” added Pando. “With the new name and repositioning, it’s the perfect opportunity.”
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