Earlier this year, the MillerCoors marketing machine decided that people really wanted a lemonade version of its successful MGD 64 low-calorie beer. Alas, there must have been a mistake in the algorithm and after only a few months on shelves, the beverage is no more.
“Winning in beer requires testing the bounds of the market with innovation,” MillerCoors president of sales wrote earlier today in an email to MillerCoors distributors. “With that commitment, however, comes a recognition that not every innovation will succeed. That is the case with MGD 64 Lemonade, so we have decided to discontinue this line extension.”
If you happen to like this particular beverage, you’ll want to hit up the store now, as Miller plans to buy back whatever existing retail stock it can. Which makes us wonder what they’re going to do with it when they get it back to Miller HQ.