Miller Extra Light beer continues to be a favorite for fans looking for a milder, lower-alcohol option, with 2.8% alcohol by volume and only 64 calories per 12 ounces. However, with a new name, an updated look and a revamped strategy, this beer is poised to further conquer the expanding market for low-alcohol beers.
According to Anne Pando, Miller’s director of brand activation, Miller64 beer has a strong fan base and they see great potential that has yet to be explored. Pando says this packaging update is not simply an aesthetic change, but a new opportunity for the company.
Instead of focusing on the number of calories, Miller Extra Light focuses on the beer’s low alcohol content of 2.8% ABV. “People today want moderation, but that doesn’t mean they always want to abstain completely from drinking,” Pando said. “Miller Extra Light is the great tasting beer that is perfect for those who want to partake in brewing occasions, but also want balance.”
While there has been much talk about the growing popularity of non-alcoholic beers, there is also an increase in demand for low-alcohol beers. According to IWSR’s 2022 Alcohol-Free and Low-Alcohol Strategic Study, 40% of the U.S. population already buys alcohol-free and low-alcohol beers, and within that group, 70% prefer to buy low-alcohol beers. In addition, this same study recorded that the low-alcohol category has seen a growth of 5.2 million cases between 2018 and 2022.
Low-calorie beer brand Miller64 has seen a 5.3% increase in sales during a 13-week period ending January 14. Starting this month, new packaging with the new name will emphasize the new name while the number 64 will still be visible. In the fall, the number will be eliminated entirely and the packaging will be identified only by the name Miller Extra Light. The Miller Extra Light brand will also be present in pickleball, a sport that is growing rapidly in the United States.
