Bob mccann millercoors brewhouse

People See all. There are references to a low-alcohol "leoht beor" as far back as 1,000 A. Light beers, however they're presented and spelled, have suffered as the popularity of craft beers has increased but still account for about 40 percent of all beer sales. History See all. Because beer drinkers don't count calories.

Miller saw the Lite and figured out how to sell it

Trending Now Week Month. They came up with a new approach to hawk a version of Chicago's so-so selling Meister Brau Lite that had eluded all those who had tried to peddle low-cal brews before. This will bring a fresh perspective to our marketing and our portfolio, including an urgent focus on accelerating growth in the above premium segment and turning around Coors Light. Lite, in fact, used a fermentation technique to produce a beer with fewer calories first employed by New York's Rheingold Breweries in its Gablinger's diet beer, a national bust.

They count cans, bottles and rounds.

Miller saw the Lite and figured out how to sell it

Some still do. State of the beer: Winning in the above premium segment is one of our priorities, and accelerating Blue Moon is a critical part of that. What Miller and ad agency McCann Erickson did invent with Lite in 1973 was a market segment that didn't really exist. And less. Thomas Edison wasn't the first to invent an electric light, either, but he was the first to come up with one lots of people wanted to buy.

We refreshed our Climb On campaign earlier this year, but frankly, Coors Light continues to show softness.

MillerCoors CEO on how the beer industry is taking over the golf world

We recognize that we need to move quickly and decisively to address these challenges. Light beers, however they're presented and spelled, have suffered as the popularity of craft beers has increased but still account for about 40 percent of all beer sales. There are numerous, sometimes overlapping versions of how Miller got into the Lite business. So barring a miracle, no, flat in 2018 is not going to happen and we are not planning to get to growth in 2019. Some still do. Its success offers a lesson in persistence and savvy that could be applied to any good idea that has yet to catch fire.

Residual goodwill from those classic commercials featuring the so-called Lite Beer All-Stars probably still benefit Chicago-based MillerCoors, which has restored the original Lite beer label design.

Meister Brau Lite was chasing the success of diet soft drinks, then accounting for as much as 25 percent of all pop sales. With Bob in this role, reporting directly to me, we will have the right focus at the right level to ensure future transitions go smoothly.

Overextended, Meister Brau filed for bankruptcy, leaving its Lite ripe for the plucking by Miller, which has said it spent a year or so tweaking the recipe to get its version to taste right. The brewer also launched Lite Food Products to develop a line of weight control foods.