• by Nina Lentini  @Nina_Lentini, February 9, 2007

In yet another move to woo Hispanic beer drinkers, Miller is introducing Miller Chill in test markets throughout the southern U.S. It is modeled after "chelada," a Mexican beer.

In January, the nation's second-largest brewer began importing Colombia's Aguila and is also importing two Peruvian beers, Cristal and Cusquena.

Although initial distribution will include San Diego, Calif., New Mexico, Arizona, Texas and Florida, a company spokesperson said it hopes to take Miller Chill national eventually.

The move is seen as bold. "Beer companies have been pretty good at staying in their own lanes--letting Mexican beers handle Mexicans while the Midwestern beers handle the general market," said David Allan, professor of marketing at St. Joseph's University, Philadelphia. "The fact that they are stepping over the line, so to speak, and going into other people's lanes is a pretty bold move."

Miller Chill will be a low-calorie product going up against mainstream light beers such as Bud Light and Coors Light, and will be priced slightly higher than Miller Lite to compete with premium beers such as Budweiser.

A TV ad campaign with the slogan "Se habla Chill" will air in test markets. Packaging includes lime-green bottles with green and silver designs using an Aztec sensibility with the word "Chill" in black and "Chelada style" beneath.

Allan questioned whether Miller is the best equipped to go after the Latino market.

"In the laws of marketing, being first wins and they're not the first in that category," he said. "It does appear to be a little bit out of character, a little late. But, in the end, the demographic will decide."

The Latinization of American culture has sped up, Allan noted, with dance-based movies being released almost annually. "There's a strong interest in Latin dancing and probably in Latin culture as well."