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Home > BizTimes Daily > Archives > June 12, 2007
Miller Chill will make Summerfest debut
Published June 12, 2007 - BizTimes Daily
Among the new twists at Summerfest this year will be the debut of Miller Brewing Co.'s newest product, Miller Chill, a light beer brewed with a hint of lime and a pinch of salt.
The Milwaukee-based company is rolling out Miller Chill nationally this month, and the product went on sale in the Milwaukee market this week. Miller spokesman Scott Bussen told SBT today that Miller Chill will be chilled in bottles and will be poured and served in cups at designated areas at Summerfest in Milwaukee, June 28-July 8.
"Nothing sells a beer like the beer itself," said Miller's chief marketing officer, Randy Ransom. "Once consumers get their first taste of Miller Chill, they will definitely be coming back for more of this unique, crisp beverage. Miller Chill is a light beer unlike any other, offering American beer drinkers a distinctive twist on refreshment."
The Milwaukee-based brewer said its newest brand is another example of the fast-growing "Latinization" of American culture, a trend evident in everything from food and music to media.
"Not only is the U.S. Hispanic population continuing to grow rapidly, but Latin culture is having a significant influence on the attitudes and behaviors of general market consumers," the company stated today.
"Miller Chill is a celebration and fusion of two wonderful cultures, great light beer from America and the chelada-style from Mexico," Ransom said. "In its first two months of testing, more than half of the consumers who tried Miller Chill purchased the product again. That's a great indication of the brand's appeal. The high sales and positive feedback that the brand has already received further supports the transculturalism trend that we recognized and embraced. In fact, in just five test markets, Miller Chill has already grown as big as Michelob Ultra Amber is nationally."
The foundation of a Mexican chelada, which loosely translates as "cold one," is beer, lime, salt and ice. Cheladas are popular at Mexican resorts.
Miller Chill has 110 calories per 12 ounce serving, 6.5 grams of carbohydrates and 4.2 percent alcohol by volume.
