A new Miller Lite bottle is expected to hit retail shelves later this year.
The company explained that the new design will incorporate an “innovative, contoured shape.” The new broad shoulders and contoured grip is expected to make holding the bottle a little easier when your motor skills are less than sharp.
Miller Lite senior director Ryan Reis called the new bottle design a “breakthrough.”
“In our testing, consumers overwhelmingly preferred the new bottle to the standard beer bottle. We’re proud of the new design and we’re excited to see how everyone reacts to our new look. This time when you grab a Miller Lite, you’ll know it,” Reis said in the company’s official press release.
This is the first time in nearly 40 years that Miller Lite has altered the look of its bottles. Reis, who called the change “overdue,” expects fans of the beverage to appreciate the new design.
Unfortunately for armchair beer fans, the new bottles will only be available in bars and restaurants this summer. It’s currently unclear when or if the new Miller Lite will be available to purchase at the corner liquor store.
The campaign for the redesigned bottles will kick off later this year with radio, print, and digital ads. A pair of commercials will start making the rounds beginning May 20. The spots will reportedly feature Ken Jeong, Questlove, and Chuck Liddell.
While Miller Lite is banking on bar and restaurant patrons buying bottle after bottle this summer, a lot of folks on Twitter aren’t overly impressed with the announcement. When it comes to the taste of the beverage, it’s a love it or hate it experience.
New style bottle = Better tasting beer! Said no one, ever shopping.yahoo.com/news/miller-li…
— Kenton Martin (@kentoetc) May 7, 2013
New Miller Lite bottle? Oh man I’ll bet I enjoy how it tastes now
— Patrick Madaj (@PjMadaj) May 7, 2013
I’m not sure how I feel about Miller lite’s new bottle…
— Michael V. (@VIisforLovers) May 7, 2013
— Jeff Keller (@jeffkeller) May 7, 2013
What do you think about the new Miller Lite bottle?
[Image via Wikimedia Commons]