MillerCoors Tweaks Miller Chill

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MillerCoors is planning to launch a leaner version of its Miller Chill, the lime-flavored brew it introduced in 2007 that got a quick and effective response from Anheuser-Busch in the form of Bud Light Lime the next year.

The new Miller Chill boasts 100 calories versus the original 110 and a slightly tweaked bottle design. New ads from Saatchi & Saatchi will support the relaunch in May, a MillerCoors rep said.

Miller Chill was considered a success when it launched, but that was questioned when sales fell off quickly with cooler weather.

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