Miller expands light beer rollout to select cities

MILWAUKEE Miller Brewing Co. yesterday announced that its rollout of MGD 64, a new 64-calorie version of Miller Genuine Draft Light, will be extended to six additional new markets, due to positive responses so far.

Miller said Las Vegas, Los Angeles, Minneapolis, Portland, San Francisco, and Seattle have been added to its list of markets to expand sales of MGD 64. The “lighter light beer” was initially launched during the summer of 2007 in Madison, Wis., and is now available across the Midwest and in several Western states.

Marketing activities in places like spas and health clubs, have been planned, as well as print ad launches, radio spots and out-of-home advertising featuring MGD 64’s catch phrase “As Light As It Gets.”

Low-calorie MGD 64 boasts fewer calories and carbohydrates than all other competing brand light beers. At 64 calories and 2.4 grams of carbohydrates per 12-ounce serving, it has fewer than Amstel Light [95 calories, 5 carbs], Bud Light [110 calories, 6.6 carbs], Coors Light [102 calories, 5 carbs] and Michelob Ultra [95 calories, 2.6 carbs].