Dive Brief:

• Miller64, the ultra-light beer option from Molson Coors, is now Miller Extra Light, according to a press release.
• The refresh puts more of an emphasis on the beer’s 2.8% ABV in a move designed to better tap into the growing market for low and non-alcoholic beer offerings. The rebrand will be supported by 2.5 times the amount of media support than the brand has had in the past four years combined.
• In order to not turn away its existing consumer base, the new positioning will roll out in waves. The first set of redesigned packaging hits shelves this month and still features the number 64 prominently, while also highlighting the new name. In the fall, the number will disappear in favor of more prominent use of the new name.

Dive Insight:

Molson Coors is looking to better tap into the ultra-light beer category with a major brand refresh of an existing product. Miller Extra Light, previously known as Miller64, is meant to help fill that void for the brewer. The brand refresh will be supported by an advertising campaign set to debut in April. Components include social, video and OOH advertisements, along with retail tools and sampling programs. Additionally, the light beer will have a presence in pickleball, the fastest-growing sport in the country.

Forty percent of Americans have purchased low or non-alcoholic beer and 70% of those have purchased low-alcoholic beer, rather than alcohol-free beer, per a study from alcohol beverage trends researcher IWSR, cited in the press release.

As consumer preference has shifted toward moderation, many alcohol brands have responded with non-alcoholic options. However, many consumers do not wish to abstain from alcohol completely, often opting for low-alcohol products, according to Molson Coors. This is evidenced by the sales growth of the low-alcohol category. Between 2018 and 2022, the category grew by 5.2 million cases, according to the press release. Miller64 itself grew 5.3% in volume sales for the 13-week period ending Jan. 14.

“People today want moderation, but that doesn't mean they always want to abstain completely from drinking,” said Anne Pando, director of activation for Miller brands in a statement. “Miller Extra Light is the great-tasting beer that’s just right for those wanting to participate in beer occasions but who also want balance.”

In addition to the brand overhaul, Miller Extra Light will be available in 24-ounce cans, which have become increasingly popular at convenience stores. For the 52-week period ending Jan. 7, the popularity of larger cans grew 8.9% in convenience stores. Due to the brand’s previous emphasis on calories rather than ABV, Miller64 could not be put into larger cans.