A reformulated Miller Genuine Draft Light called MGD 64--with 64 calories and 2.4 carbohydrate grams--is being test marketed in Madison, Wis. Store displays carry the tagline "As light as it gets"; a
bar push will include sampling, branded beer tubs, rest room and table-top signage.
The new brew is targeting Bud Light, Michelob Ultra and Coors Light consumers with what a Miller
source is calling MGD 64's darker color, fuller body and good finish. Miller also hopes the low-calorie content matters--Beck's Premier Light, an InBev brand distributed and marketed by
Anheuser-Busch, packs 64 calories and 3.2 grams of carbs--in a category where light brews comprise half of all beer consumed.
The No. 2 brewer began segmenting light beer drinkers
this summer with the introduction of 110-calorie Miller Chill. After achieving rapid distribution, the lime and salt flavored beer appears to be catching on.
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