Miller Set to Sample New Brew in Southern States
SABMiller will launch a new beer next month, debuting a product that is unique to the brewer’s portfolio.
Miller Chill will test in warm climes in March in Texas, Florida, New Mexico, Arizona and San Diego. These markets have large Hispanic populations, however, Miller says the beer, flavored with lime and salt, is targeted at the general market.
“It’s Miller’s modern American take on the American classic recipe called the Chelada (condiment-spiked beer),” Miller spokesperson Pete Marino said.
The decision to develop and test market the beer was based on three trends, he said.
The first is the continuing shift in consumer taste toward light beers. Light beer currently makes up half of all beer now sold in the U.S., a trend project to grow at an even higher rate over the next five years, Marino said.
Secondly, there is an ongoing shift toward premium beer products. Finally, there continues to be an increasing latinization across the U.S. culture.
“Those three factors we think are sustainable trends and this brand is sitting at the confluence of these trends,” Marino said.
To market the product, Miller is planning sampling events in both restaurants and bars, as well as grocery and liquor stores. The tagline, Se habla Chill?, will be featured in TV spots, P-O-P materials, a Web site (not yet live) and other digital media that will support the launch in the test markets. Upshot is handling promotions. Y&R Chicago is the ad agency.
“We’ll see if there is an appeal for the beer and make a determination to roll out nationally,” he said.
Miller Chill will be priced between mainstream light beers and imports.
