So what does a company do after the worst quarter in its history? Change the packaging. At least that’s what MillerCoors is doing to Miller Genuine Draft. The new “Black” packaging for MGD highlights the brand’s heritage as the original cold-filtered draft beer in a bottle. MGD has become the beer brand of choice for Millenial consumers (those born between 1980 and 1995) but it’s third-quarter sales have experienced a double-digit decline.
Along with some new ads, the packaging will hit retail shelves in the coming weeks. MillerCoors describes the new packaging as more “stylish” and “internationally-alluring”. At a time when Miller Genuine Draft sales have continued to slide, MillerCoors is expecting the packaging change so help get sales back on track.