Miller Lite, the famous American beer, expects to continue to grow in Canada, exceeding all of the company’s initial expectations at a time when the global beer market is shrinking.
Specifically, the brand grew 38% in volume over the past year, according to Beer Canada, outperforming key competitors and taking share in Canada’s largest beer retailer, The Beer Store. “Miller Lite is an iconic brand in the U.S., so we saw an opportunity to double down in these regions, taking advantage of the natural halo effect of its long and rich history. The reopening of the border naturally reminded many Canadians about Miller Lite.” noted Christopher Garofalo, CEO of Molson Coors Canada.
Over the past six years, the brand has won over Canadian drinkers by promoting its taste credentials and 90-calorie count, while expanding distribution across the country thanks to a marketing push to grow the brand, Garofalo says.
Miller Lite’s expansion is accelerating as promotional studies, such as the reopening and renewed focus on Quebec. During this year compared to 2021 it has increased by 215% which represents a 30% increase in distribution to date.
“There was a gigantic increase in three months ago that coincides with the day the customer signs up for Miller Lite. It’s very important for us to know that there are a lot of people who are brand loyal and Miller Lite continues to grow. With Miller Lite they get the best of both worlds: award-winning taste with 90 calories.”concluded Garofalo.
