Miller Lite Brewers Collection Still in Testing

Miller has been testing and is planning to release a Brewers collection of beers in the near future. The Beers that are set to be released are Amber,  Wheat and Blonde Ale.

From BrewBlog.com: “Miller Brewing Company is extending the test market of Miller Lite Brewers Collection rather than proceed with a national launch this summer, CEO Tom Long said Monday in a message to distributors.

“A slower, more deliberate test-market approach will give us the greatest opportunity to glean insights into the brand’s full potential and thus increase the likelihood of long-term success,” Long said in the message.

Miller will continue testing the lineup of craft-style light beers – which come in amber, blonde and wheat varieties — in Baltimore, Charlotte, N.C., and Minneapolis. San Diego is being dropped. The Wisconsin market areas are being added.

“These new markets are strong Miller Lite markets so we can fully understand the impact Brewers Collection has on Miller Lite,” Long said in the message.

Long said Miller is tweaking marketing for the brand, including refined messaging; new packaging; new point-of-sale materials; and new advertising.

“Miller Lite Brewers Collection has shown great potential, with strong repeat purchase measures among beer drinkers who try the brand,” the message said. “Our job is to make sure more mainstream light beer drinkers understand why they should try Brewers Collection.””