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US. Miller Genuine Draft goes for packaging makeover

MillerCoors, a joint venture of SABMiller and Molson Coors Brewing Company, will unveil a new primary and secondary packaging for Miller Genuine Draft, which will appear at retail in the weeks to come.

The brewing company said Miller Genuine Draft is described as an original cold-filtered 'draft beer in a bottle' and the new black-label packaging will highlight the brand's fresh draft taste.

The new bottle will be available at bars and retail accounts across the US beginning November and a complete transition to the new primary and secondary packaging is expected by 2012.

Miller Genuine Draft marketing manager Jennifer Anton said the growing global presence of the brand inspired the change back to the iconic black label, creating a classic, uniform look for the brand across the world.

Miller Genuine Draft is a lager with 4.7% ABV and offers 143 calories per 12oz. It is produced using cold filtering technology to remove impurities. Its production process uses no heat pasteurisation. Instead the beer is filtered four times at near freezing temperatures using porous ceramic filters

MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the US and Puerto Rico. The company brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light

3 Nov. 2011

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