Package Design | packagedesignmag.com

By Linda Casey

MillerCoors' redesigned black-label packaging for Miller Genuine Draft delivers a unified look for its international distribution. The new primary and secondary packages aim to highlight the brand’s cold-filtered, draft taste and convey the energy of nightlife in the world’s great cities.

“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,” says Jennifer Anton, Miller Genuine Draft marketing manager. “MGD will now look and act like the global brand it is.”

Commenting on one of the brand’s target market, MillerCoors states that “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 redesign is intended to build on the brand’s heritagem showcase the brand’s international popularity, and provide a more stylish, internationally alluring bottle and can.

The new packaging is rolling out to bars and retail accounts across the U.S. now, with a complete transition to the new primary and secondary packaging expected by January 2012.
 

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