Coors' Silver Bullet Pints Misfire; MillerCoors Halts New Packaging

Taste Issue Plagues Brew, but Miller Lite Version Unaffected

CHICAGO (AdAge.com) -- Citing taste and supply issues, MillerCoors is temporarily discontinuing its Coors Light Silver Bullet Aluminum Pints, which were launched at the start of the football season and promoted with a significant TV ad campaign.


"Because of the fixed aluminum pint capacity from our supplier and recurring package integrity issues, we have been unable to satisfactorily supply our customers," the brewer said in a message to distributors. "Additionally, these package issues occasionally have resulted in off-taste issues for Coors Light. Therefore, we are temporarily discontinuing production of the Coors Light Aluminum Pint effective today."


The Coors Light pints first hit stores on Sept. 1 and were aimed at reinforcing the brand's position as "The World's Most Refreshing Beer." Manufactured by Colorado-based Ball Corporation, the pints feature a resealable twist-off cap, wide mouth and were touted as being "100 percent recyclable" and "perfect for any occasion, including patios, beaches, sporting events and other occasions in which glass may not be appropriate," according to a statement issued in August.

MillerCoors will continue to make Miller Lite Aluminum Pints, which hasn't had any taste issues. "Rather than not fully meet demand on both Coors Light and Miller Lite Aluminum Pints, we will now be able to fully supply our customers with Miller Lite going forward," the brewer told distributors.

The difference between the two brands is that Coors Light is not pasteurized and Miller Lite is. That could be one reason Coors Light has had the taste issues when put in the pint. "It's a hypothesis but we don't know why and we are trying to figure it out," said company spokesperson Julian Green.

Ball spokesman Scott McCarty said: "Innovative packaging is never easy; and from time to time, issues come up that affect packaging. We work with our customers to quickly resolve them."

MillerCoors told distributors it would relaunch the Coors Light pints "once the package defects and supply issues are resolved," but that inventory already in the market is "cleared to sell."

TV ads, by Interpublic Group of Cos.' DraftFCB, included one spot showing an oversized bottle launched into space like a rocket, with mission control declaring "Houston we have refreshment." The ads are being pullled from the air.

Pint sales represent a small fraction of total Coors Light sales, partly because of the distribution issues, but the "buzz on them has been good" with consumers, said Benj Steinman, president of Beer Marketer's Insights. The discontinuation "is certainly not good," he said. It's a "hot new package and they're having a lot of trouble getting it right."

MARKET VISION - "A LITTLE BIT OF EVERYTHING"

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STACEY DASH x GARRETT MORRIS x JASON WEAVER "MILLER LITE"

Miller Lite, the beer that encourages consumers to "Taste Greatness," announced today the debut of a new commercial starring three well-known African-American actors from the African-American community.

The national commercial, titled "PopPop," features comedy legend Garrett Morris of "Saturday Night Live" fame alongside actors Stacey Dash and Jason Weaver. The commercial takes a light-hearted look at a family relationship with Morris playing the grandfather, PopPop, and Weaver as his grandson.

"We are proud to have the support of Garrett, Stacey and Jason in this fun commercial that shows just how far some people will go to enjoy the great taste of Miller Lite," said Ervin Lee, African American marketing director for MillerCoors. "Miller Lite has a history of iconic advertising and we are keeping that tradition alive with our newest spot -- we think consumers are going to love it."

The new 30-second spot launches today during a busy sports window -- the men's college basketball finals, the push towards the pro basketball playoffs and the start of baseball season. The commercial will also be available online at http://www.millerlite.com/.

The ad was directed by Marcus Raboy, director of the films "Friday After Next" and the upcoming "Whitebread." Raboy also is well known for his work as a director on music videos for artists such as Naughty by Nature, Ice Cube, Rihanna, Sting and Santana, as well as TV commercials. He is part of the Hollywood-based production company DNA, Inc.

The commercial was created by Chicago's Commonground Marketing. (Commonground marketing was a competitor agency during my tenure at Market Vision/Coca-Cola. I have a lot of respect for the work they produce above/below the line)

About MillerCoors

Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company's premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, WI and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create America's best beer company by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.