Miller Lite

As the original light beer, Miller Lite has been a staple of summer since 1975, but a few years ago, hard seltzer crashed our party. By the 4th of July 2021, seltzer sales had exploded — capturing 13% of the category. Miller Lite was feeling the burn. To remind young Millennials and new Gen Z drinkers that when it comes to summer, only a Miller Lite will do, we reclaimed summer for beer by making Miller Lite the obvious choice for summer's beeriest beer occasions.

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We focused on three key beer-buying holidays, giving shoppers the chance to have Miller Lite pick up their tab each long weekend. Then, we kept showing up every day of summer, celebrating moments big and small. Beer was back and it was showing up for more occasions and in more locations than before.