MillerCoors的新Miller Lite瓶正在升级轻啤酒类别。该公司表示，光滑的新玻璃瓶提供了一种创新的，轮廓形状的形状，是对品牌传奇的长脖子的现代解释。据该包装设计师称4sight inc.
Inspired by form and design, the modern look of the new bottle offers broad shoulders and a contoured grip, intended for easy handling from the bar to the pool table, notes MillerCoors. The bottle defies the convention of the standard cylinder-shaped bottle, helping Miller Lite stand out among the brown-bottle sameness of other light beers.
"Miller Lite is giving beer lovers a long-overdue reinvented look and drinking experience with the breakthrough new bottle design," says Ryan Reis, senior director of Miller Lite. "In our testing, consumers overwhelmingly preferred the new bottle to the standard beer bottle. We're proud of the new design, and we're excited to see how everyone reacts to our new look. This time when you grab a Miller Lite, you'll know it."
在开发设计时，4sight使现有的Miller Lite消费者参与了交互式集思广益和有针对性的焦点小组。这项研究使4Sight可以收集关键见解，以创建一个瓶子，以反映消费者在饮酒体验中寻找的东西，并为他们提供新工具，将他们的米勒时间庆祝活动与朋友带到一个新的水平。
4Sight总裁Stuart Leslie说：“啤酒类别主要集中在包装设计创新上，米勒·莱特（Miller Lite）的新瓶子将把这个类别带到新的地方。”“我们很荣幸能帮助Miller Lite设计作为影响市场并继续成为行业领导者的工具。”
To support the new bottle, two new television commercials will air May 20th that focus on the bottle design.
