MGD 64 Going National

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Brew blog

Enters remaining markets this fall.

Miller Brewing Company told distributors today that it plans to roll out MGD 64 — a 64-calorie light beer — nationally this fall.

“With the brand building impressive momentum in the Midwest and West, the time is right to give beer drinkers across the country a chance to enjoy the unmatched refreshment and drinkability offered by MGD 64,” Miller CEO Tom Long said in a memo to distributors. “Thus, MGD 64 will replace MGD Light by mid-September in all remaining markets where the changeover has not already occurred, as well as in markets that do not currently have MGD Light.”

Miller is pulling the trigger on a national rollout due to its strong sales performance and its ability to spark the Miller Genuine Draft franchise.

The memo noted that in the Midwest, volume performance for the light brand “has improved by 20 trend points, turning the double-digit decline of a year ago into positive territory.”

“With MGD 64, we have an exciting opportunity to gain an even greater share of the continued growth in mainstream lights while re-energizing the MGD franchise,” the memo said.

Miller will add national TV advertising to a marketing basket that already includes print, out-of-home and radio.

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