When was miller light created

There are numerous, sometimes overlapping versions of how Miller got into the Lite business. They all eventually circle back to John Murphy, then president of Miller, which in acquired Meister Brau Lite and Light, they branded both , which had been introduced in Meister Brau Lite was not the first of its kind. There are references to a low-alcohol "leoht beor" as far back as 1, A. Lite, in fact, used a fermentation technique to produce a beer with fewer calories first employed by New York's Rheingold Breweries in its Gablinger's diet beer, a national bust.

Gablinger's had presented itself as something a doctor would suggest to those with weight problems, forgetting people go to bars to forget their problems, not solve them. Meister Brau Lite sold itself as "The Lite and Lusty Beer," at one point having a woman doing a leg-lift exercise on its packaging, also not the right approach even when it mentioned its "premium taste" and being "less filling. Meister Brau Lite was chasing the success of diet soft drinks, then accounting for as much as 25 percent of all pop sales.

The brewer also launched Lite Food Products to develop a line of weight control foods. These were shrewd moves, but perhaps too far ahead of the curve in anticipating that the post-World War II baby boomers would be increasingly health conscious, mindful of what they ate and drank. Overextended, Meister Brau filed for bankruptcy, leaving its Lite ripe for the plucking by Miller, which has said it spent a year or so tweaking the recipe to get its version to taste right.

It's said 20 percent of beer drinkers down 80 percent of the stuff. For the Lite fans of Anderson, it was about volume. Because beer drinkers don't count calories. Finally, with the 14th Lite commercial, the brand began to cast almost entirely athletes, and the campaign exploded. The Lite field tests were expanded again, and the brand was introduced nationally in January Today the light beer category claims half of the market, and it is still Miller Time.

Miller Lite. And everybody liked it because it was growing. Lite took the industry by storm, in part because it took a novel go-to-market strategy that carved up the U. A slate of smart advertising also helped. The original design? The brand in late revived its original can designs, sparking a surge in sales. Miller Lite continues to gain share in the premium lights segment.

Advertising focused on taste , calories, carbs and drinkability? Celebrating its local roots? Family members, friends, acquaintances at the bar, it was a big deal. Everybody loved Miller Lite. Its success was not destined to last.

The product flopped. But Owades did not give up. Embracing its Roots That message remains core to the brand today. And its roots are clearly visible: The original design? Embracing its roots as The Original Light Beer?