MGD Going Back to Black for New Global Look

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MGD Going Back to Black for New Global Look

11/02/2011

CHICAGO -- MGD is back in black. To showcase the brand's global popularity, MillerCoors is unveiling a new look for its Miller Genuine Draft primary and secondary packaging.

Building on the brand's heritage as the original cold-filtered "draft beer in a bottle," the newly designed black-label packaging will highlight the brand's fresh draft taste and connection with the energy and nighttime potential of the world's great cities, the Chicago-based brewer reported. The new packaging will begin appearing at retail in the coming weeks.

According to MillerCoors, MGD has become the beer brand of choice internationally 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 new packaging allows legal drinking-age consumers to enjoy the same full-flavored, fresh draft taste they expect, but in a more stylish, internationally alluring bottle or can.

"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," stated Jennifer Anton, Miller Genuine Draft marketing manager. "MGD will now look and act like the global brand it is -- the world's original 'draft beer in a bottle.'"

MGD fans will begin to see the new look at bars and retail accounts across the country beginning this month, with a complete transition to the new packaging expected by January.

In addition to the new packaging, Miller Genuine Draft said it is capitalizing on the success of its international programs by bringing them to the United States. Through a national text-to-win promotion, U.S. legal-drinking-age consumers can enter for a chance to win a spot for themselves and a friend on the global Miller Music Tour West.