Miller Brewing began marketing its Miller Lite beer in new, 16-oz. Alumi-Tek aluminum beverage bottles from Ball Corp. (www.ball.corp) in mid-September. The sleek, resealable bottles feature a wide, 38-mm opening that provides a smooth flow.,The bottle is quick to chill and is 100-percent-recyclable. “The great taste of Miller Lite gets even better when it's enjoyed from our new, aluminum pint,” says Grant Leech, vp of marketing for Miller Lite. “This package drinks like a bottle and cools like a can, to deliver an invigorating taste experience.”
The Miller Lite aluminum pint is being tested throughout much of the Midwest and South through the end of the year to assess how best to market and price the package. It will be launched nationally on April 1, 2009, Miller says. The aluminum pint, which is being sold as part of a nine-pack, is intended for off-premise retailers, with a focus on convenience stores.
“Miller Lite's competitive advantage is that it has more taste than other light beers, so we always are looking for ways to strengthen the brand's taste proposition. Initial testing on the aluminum pint showed that beer drinkers felt the package enhanced the Miller Lite taste experience,” says Pat Moertl, marketing director for Miller Lite.
Ball leverages its two-piece aluminum beverage can-manufacturing expertise to produce the Alumi-Tek bottle. The manufacturing technology for both can and bottle is very similar. The bottle has the same high-quality graphics found on the cans, and is decorated with the same printing process. Both 12- and 16-oz bottles are manufactured at Ball's aluminum beverage-can plant in Monticello, IN. Miller fills the 16-oz cans at its Eden, N.C. brewery on an existing production line.