E-Malt.com News article: 3683

USA, Milwaukee: Miller Brewing Company says its 12-can Fridge Pack has been so successful since its April 2004 debut that the company has decided to launch a new "Fridge 18-can Pack" beginning in January 2005. Miller Lite, Miller Genuine Draft and Miller Genuine Draft Light will all be available in the new Fridge Pack configuration, Beverage World said on November 18.

"The sales success with the Fridge Pack was so tremendous that offering the Fridge Pack 18 seemed like the natural next step," said Doug Brodman, senior vice president for sales and distribution at Miller. "We are pleased that retailers will soon be able to offer their customers this new packaging which provides more great tasting Miller product without sacrificing functionality."

Designed to fit conveniently in home refrigerators and more easily dispense beer, the Fridge Pack has quickly become very popular among beer drinkers. The sales trends on Miller's 12-packs have improved by more than 25 percentage points since the April introduction of Fridge Packs. Miller says it was the first brewer to introduce the Fridge Pack and will be the first to offer it in both 12 pack and 18 pack varieties.

The new Fridge Pack 18 will be supported with significant in-store merchandising materials. Miller says the Fridge Pack 18 is yet another example of Miller's "commitment to offer beer drinkers better beer choices. Consumers wanted easier to carry and easier to use packaging for their take-home beer product - and now they have two options that answer that need," the company said in a statement. "Fridge Packs are sturdier and 30 percent thicker than soft drink packs; offer a clean, perforated edge for opening on both sides and a racetrack handle."


21 November, 2004