Miller Lite tests its new craft-style beers in Baltimore
I went to a tasting the other night at Camden Yards where the folks from Miller Lite poured their new line of beers.
There are three of them, a wheat, an amber and a blonde ale. They are called the Miller Lite Brewers Collection and starting this month are being test-marketed in Baltimore and three other cities, Charlotte, Minneapolis and San Diego. The Miller folks said they picked Baltimore as a test market because it has a "beer-centric culture" and a diverse population, and because our liquor store business is not dominated by chains.
These beers are an attempt to marry two trends: the growth in craft beer consumption and America's thirst for light beers, said Miller's head of marketing, Randy Ranson.
David Ryder, Miller's head brewer, conducted the tasting of three beers which, he proudly pointed out, were low in calories (110) and carbohydrates (6.2 per 12 ounces). They were all 4.2 percent alcohol by volume.
I am not a light beer drinker. Of the three beers, the only one that had any noticeable flavor was the wheat, which had a nice citrus note.
There is little doubt that these beers, as the Miller Lite ads, say are "less filling." I am not convinced they "taste great."
Anybody else taste these "craft-style" Miller Lites? What do you think?
Comments
Interesting. I'm surprised they're actually releasing them under the Miller Lite brand, rather than, something with less of a macro-brew connection, like say, Leinenkugels. They must think there is a pretty mainstream demand for more flavorful but low-cal beers?
Posted by: Andrea | February 8, 2008 12:43 PM
Rob, where can you get them around her?
Sam. the folks at Bond Distributing, say the Miller Lite beers are already in local bars and liquor stores.,
Posted by: Sam Sessa | February 8, 2008 12:59 PM
They sent aus a few cases at the bar I work at- and the general consensus of the other bartenders/mgmt was this isn't going to catch on. Think of this scenario: Friday happy hour nd a customer says "can I have a Miller Light Blonde ale?" The bartender pops open a Miller light bottle, and says "what was the second beer?" Or "what kind of Blonde ale do you want?"
It's going to create too much confusion. I never understood why Miller never utilized just the "Miller" brand. This could be the chance- introduce the craft line under just Miller, as in "Introducing Miller's line of craft brewed beers, so nice that they are the first to bear just the Miller name"
Bob- If Randy Ranson gets back to you on this, tell him I'm available for consulting!
Posted by: Mather | February 8, 2008 1:12 PM
I haven't, but I did try the A-B Winter-Bourbon Cask Ale, and it was a foul, foul brew. Smelled and tasted like fake vanilla all around.
Posted by: Chris | February 8, 2008 1:15 PM
Hey Sam,
I have them already at Don't Know Tavern and should have them in next week at No Idea Tavern. There is a few marketting problems associated with them. I agree with both Mather and Andrea. Try them out and let me know what you think.
Posted by: jason zink | February 8, 2008 1:22 PM
I just saw a 12 pack sampler of at the Canton Market on Boston Street.
Posted by: jdwilde1 | February 8, 2008 2:02 PM
I happened to be in The Emerald Tavern yesterday afternoon, and the owner had gotten a sampler of the beers. I tried the blonde ale. It wasn't much.
Posted by: Bill | February 8, 2008 4:46 PM
I tried them. I really liked the Blonde Ale. I am not a big craft beer guy (can only drink a couple) so this is a nice change of pace for me.
Posted by: John | February 8, 2008 10:14 PM
The words Miller and Craft should never be used in the same sentence.
Posted by: Steve | February 11, 2008 7:57 AM
Saw them at the Loading Dock on Boston and Fleet. I agree with the name issues that Mather brought up, but Miller wants to make it clear that these are still light beers. If I was looking for a light beer with flavor, I would go with Heinekin Premium Light or Sam Adams Light. FYI - Loading Dock was charging $7/six pack on the new line. I can't imagine ever paying that for a Miller/Bud/Coors product.
Posted by: TS | February 11, 2008 11:40 AM
I was at Bartenders on Boston St and tried all three of the new brews. Being a HUGE Miller Lite fan I was excited to see the new line. The Blonde Ale is my first choice...I must admit, it was quite tasty! The Amber was...well...just ok. The wheat was TERRIBLE! I would not recommend. I was with many friends that night and we all shared similar opinions on the new line. Go for the Blonde Ale... I would almost describe it as a lighter version of Blue Moon. Enjoy!
Posted by: Liam | February 11, 2008 8:26 PM
I'll wait to see if the commercials have cute girls and or animals doing something funny. Either that, or hope that the bar near me has a bucket full for .59$, or sponsors some beer pong...
It might take off with a handful of macro lovers interested in trying something slightly different. They won't take much of the niche market they're hoping for.
Posted by: Mike | February 13, 2008 9:21 AM
I, too, was at Bartenders when I tried it and I was really impressed. I enjoyed both the Blonde Ale and the Amber. I am big Amstel fan, as well as, Hoegaarden and I thought the Miller Lite line can run with any of those. On another note, I've never been a fan of microbrews and these are good for people like me who drink the "in between" beers.
Posted by: Megan | February 13, 2008 2:18 PM