SOURCE: MillerCoors

MillerCoors

November 02, 2011 14:00 ET

MGD Launches Global Black Label Packaging

Miller Genuine Draft Gets New Look and Programming That Builds on Brand's Global Success, Hearkens to Brand's History

CHICAGO, IL--(Marketwire - Nov 2, 2011) - MGD is back in black.

Showcasing the brand's global popularity, MillerCoors is unveiling a new look for Miller Genuine Draft primary and secondary packaging. Building on the brand's heritage as the original cold-filtered "draft beer in a bottle," the newly designed black-label packaging will highlight the brand's fresh draft taste and connection with the energy and nighttime potential of the world's great cities. The new packaging begins appearing at retail in the coming weeks.

Internationally, MGD has become the beer brand of choice for legal-drinking-age Millennial consumers who are looking for exciting urban experiences and the promise of a great night out in markets such as London, Moscow and Bogota. The new packaging allows legal drinking-age consumers to enjoy the same full-flavored, fresh draft taste they expect but in a more stylish, internationally-alluring bottle and can.

"The growing global presence of Miller Genuine Draft inspired the change back to the iconic black label, creating a classic, uniform look for the brand across the world," said Jennifer Anton, Miller Genuine Draft marketing manager. "MGD will now look and act like the global brand it is -- the world's original 'draft beer in a bottle.'"

MGD fans will begin to see the new look at bars and retail accounts across the country beginning in November, with a complete transition to the new primary and secondary packaging expected by January 2012.

In addition to new packaging, Miller Genuine Draft is capitalizing on the success of its international programs by bringing them to the U.S. Through a national text-to-win promotion, legal-drinking-age consumers in the U.S. can enter for a chance to win a spot for themselves and a friend on the global Miller Music Tour West. Visiting the West Coast for the first time, the Miller Music Tour West will bring participants on a private jet to San Francisco, Los Angeles and Las Vegas to enjoy VIP access to the hottest parties, clubs and music events the area has to offer.

For more information, log on to www.mgd.com.

About MillerCoors
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great-tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. The company also offers innovative products such as MGD 64, Miller Chill and Sparks. The new MillerCoors craft and import company, Tenth and Blake, imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wisconsin, and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

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