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Miller launches Lowenbrau Light brand.

Miller launches Lowenbrau Light brand

Miller Brewing Co. announced the introduction of Lowenbrau Light nationally in late October in 12-oz, long-neck, non-returnable bottles.

"Lowenbrau Light is the 98-calorie beer brewed in the European spirit of Lowenbrau with the finest ingredients for a full-bodied, distinctive taste," said David Krishock, products category director, Miller Brewing Co.

Krishock said the brand is positioned to appeal to the consumer who prefers the rich taste without getting filled up.

Creative support for Lowenbrau Light will be handled by J. Walter Thompson USA, Chicago. Advertising for the brew will begin in early November, Krishock said.

Lowenbrau Light will be available in six-packs and cases of 24 loose bottles. The green long-neck bottle features a silver-and-blue label with gold accents.

"The long-neck bottle has tremendous appeal among beer drinkers today," Krishock said, commenting on the selection of the package for Lowenbrau Light.

"The long-neck bottle has tremendous appeal among beer drinkers tosaday," Krishock said.
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Publication:Modern Brewery Age
Article Type:product announcement
Date:Oct 9, 1989
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