Information AboutMiller Lite |
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Miller Lite is the name of a popular Pilsner Beer sold by Miller Brewing Company of Milwaukee, Wisconsin . Sibling beers include Miller Genuine Draft and Miller High Life . HISTORY Essentially the first mainstream Light Beer , Miller Lite has a colorful history. After its first inception as "Gablinger's Diet Beer" the recipe was literally given by the inventor of the light beer process to one of Miller's competing breweries, Chicago's Meister Brau, which came out with the Meister Brau "Lite" brand in the early 70's. When Miller acquired Meister Brau the recipe was reformulated and relaunched as "Miller Lite" in 1975, and heavily marketed using masculine pro sports players and other macho figures of the day in an effort to sell to the key beer-drinking male demographic. Miller's approach worked where the two previous light beers had failed, and Miller's early production totals of 12.8 million barrels quickly increased to 24.2 million barrels by 1977 as Miller rose to 2nd place in the American brewing marketplace. Other brewers responded, especially Anheuser-Busch with its heavily advertised Bud Light in 1981, which eventually overtook Lite in 1994. In 1992 Light Beer became the biggest domestic beer in America. (This is also the beer that you see consumed in WWE. It is always the beer that Stone Cold Steve Austin drinks.) ADVERTISING Miller Lite is known for its long-running "Tastes great — Less filling" Advertising campaign, which was ranked by '' Advertising Age '' magazine as the 8th top advertising campaign in history. As part of this campaign, Miller Brewing ran a series of highly distinctive Television commercials in the winter of 1993–1994 showing several fictitious "extreme sports" such as " Wiener Dog Drag Racing " (which featured two Wiener Dogs at a drag racing strip, "Sumo High Dive" (which depicted a Japanese Sumo wrestler diving off a platform) and "The Miss Perfect Face-Off" (which featured Beauty Pageant contestants playing Ice Hockey ). The tag line that followed was, "If you can combine great taste with less filling, you can combine anything." In 2002, '' Catfight '', another high-profile commercial in this long-running campaign, was denounced by many as Sexist . REFERENCES
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