Miller Lite has forgone its classic longneck bottle design in favor of a new look that features "broad shoulders" and a "contoured grip," the brewer said in a press release last week.
"Miller Lite is giving beer lovers a long-overdue reinvented look and drinking experience with the breakthrough new bottle design," said Miller Lite's senior director, Ryan Reis, said in a statement.
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.
For reference, this is what a classic Miller Lite bottle looks like:
AdAge noted in March that Miller Lite's redesigned bottle is just part of the brand's new marketing strategy, which will feature lesser known celebrities with "common-man cachet" and a focus on "Miller Time."
Exec VP-Chief Marketing Officer Andy England called the new bottle the "No. 1 thing" that the company will do this year.
You'll see the new bottles in restaurants and bars this summer.