MillerCoors LLC is ending testing of its trio of craft styles of top-seller Miller Lite so it can rethink the brand, the company told distributors this week.
The so-called Miller Lite Brewing Collection didn't perform as well as expected in test markets including Baltimore, Minneapolis and Charlotte, N.C., spokesman Julian Green said Thursday.
The company had high hopes for the brand, which tweaks Miller Lite into various styles of craft beers such as wheat, amber and blonde ale.
In April, it said testing was so strong it would release the collection of beers nationwide by September. But by mid-June it said the release would be delayed for more testing.
The collection aimed to latch onto the fast-paced growth of craft beers, which are rising faster than overall beer sales and also command higher prices.
More at the link.
Gee, who could have seen this coming?