Vortex Bottle, Taste Tests On Tap From MillerCoors 

MillerCoors, coming off a year where overall unit sales slipped 1.7 percent, is introducing a slew of new advertising and product innovations to take on foe Anheuser-Busch.

MillerCoors execs met with wholesalers last week in Las Vegas to show off some of the new campaigns and products. Chief among the new innovations is something called Miller Vortex, a bottle with specially designed interior grooves that “create a vortex as you’re pouring the beer,” according to a rep, who explained that the brand’s goal is to “create buzz and excitement and give consumers another reason to choose Miller.” The Vortex bottle, which begins hitting shelves this month, will be supported by advertising from DraftFCB.

Another new entry on the product front is Miller Home Draft. Reminiscent of a beer ball, it aims to provide tap-beer taste at home. Also making its debut is a 16 oz. Coors Aluminum Pint (like the Vortex bottle, it will be backed by advertising via DraftFCB) and a Coors Light Cold Activated Window 12-pack. The signature silver cans feature a mountain range rendered in a special thermochromatic ink that turns blue when the cans chill to optimal imbibing temperature.

In addition to the new product entries, MillerCoors is planning to launch an on-premise program called “Bet on Taste” that will let consumers compare Miller Lite to other beers, Pepsi-Challenge style.

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