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The division between red and blue is migrating from the political map and into beer packaging with Budweiser red battling Miller Lite blue.

Anheuser-Busch, St. Louis, will launch new all-red packaging, flagging Budweiser as “The Great American Lager,” nationally by mid-summer. Miller Brewing, Milwaukee, meanwhile has redesigned an all-blue look for Miller Lite that will begin appearing at stores in April.

Other Bud design subtleties include replacing the embossed A-B eagle logo on the glass bottle with the words “Beechwood Aged.” Bud has been promoting its Beechwood aging more vocally since launching the “Great American Lager” campaign during the second half of 2007. The eagle will now appear on red neck wrapper.

The new look coincides with the 75th anniversary of the Budweiser Clydesdales—the iconic which pulled some the first cases of Budweiser out of the St. Louis brewery when Prohibition was repealed on April 7, 1933. A-B will hold a commemorative gathering at its tour center and unveil to the public Prohibition-era displays with photos, advertisements and bottles.

Miller Lite’s new packaging plays up the brand’s signature blue as well as is long-time catchphrase “Great Taste/Less Filling.” New graphics also announce the beer brand is a “4-Time World Beer Cup Gold Award Winner.” Bagby and Co., Chicago, handled the redesign. It will be featured on all Miller Lite cans and bottle packages, POP, signage and delivery trucks.


www.brandweek.com

 

 


 




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