Showcasing the brand's global popularity, MillerCoors is unveiling a new look for Miller Genuine Draft primary and secondary packaging. Building on the brand's heritage as the original cold-filtered "draft beer in a bottle," the newly designed black-label packaging will highlight the brand's fresh draft taste and connection with the energy and nighttime potential of the world's great cities. The new packaging begins appearing at retail in the coming weeks.
Internationally, MGD has become the beer brand of choice for legal-drinking-age Millennial consumers who are looking for exciting urban experiences and the promise of a great night out in markets such as London, Moscow and Bogota. The new packaging allows legal drinking-age consumers to enjoy the same full-flavored, fresh draft taste they expect but in a more stylish, internationally-alluring bottle and can.
"The growing global presence of Miller Genuine Draft inspired the change back to the iconic black label, creating a classic, uniform look for the brand across the world," says Jennifer Anton, Miller Genuine Draft marketing manager. "MGD will now look and act like the global brand it is—the world's original ‘draft beer in a bottle.' "
MGD fans will begin to see the new look at bars and retail accounts across the country beginning in November 2011, with a complete transition to the new primary and secondary packaging expected by January 2012.
In addition to new packaging, Miller Genuine Draft is capitalizing on the success of its international programs by bringing them to the U.S. Through a national text-to-win promotion, legal-drinking-age consumers in the U.S. can enter for a chance to win a spot for themselves and a friend on the global Miller Music Tour West. Visiting the West Coast for the first time, the Miller Music Tour West will bring participants on a private jet to San Francisco, Los Angeles and Las Vegas to enjoy VIP access to the hottest parties, clubs and music events the area has to offer.