Miller High Life Goes For 100 Year Makeover

Dec 30, 2003
George Anderson

By George Anderson

Miller High Life may be celebrating its 100 birthday today but it is determined
to feel 75 again.

Carl Cahill, senior brand manager for Miller Brewing’s High Life told the Associated
, “Our goal is to make this brand as prominent as it was 25 years ago.
We want to bring it back to its hey day.”

Turning back the clock may be easier said than done.

Consumers have considerably more alcoholic beverage choices than 25 years ago
and items such as light and low-carb beers are popular with those looking for
the buzz without the belly.

Moderator’s Comment: How should Miller approach marketing
High Life to help it regain some of its past sales glory?

Eric Shepherd, executive director of Beer Marketer’s
Insights may be right that the lack of success High Life has enjoyed in recent
years may be to its benefit. Mr. Shepherd told the AP, “Nobody wants
to drink his father’s beer. But maybe it’s OK to drink your grandfather’s beer.”

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