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Reminding people, through its ads, that Miller's was the first widely sold light beer is part of that messaging. Technically speaking, Miller Lite did not "invent" light beer. That some would say dubious honour belonged to Joseph Owades, a biochemist who figured out how to strip out starch from beer while working at Rheingold Breweries in Brooklyn, N. His low-calorie Gablinger's Diet Beer was a flop.
When he shared the technique with a friend at a brewery in Chicago, they used it to launch Meister Brau Lite in Miller Brewing got its hands on the technique when it acquired Meister Brau in Miller launched its light beer in just a few markets in and Miller Lite's U. Just like in the episode of Mad Men , the creatives at McCann had to figure out how to advertise a diet beer without making it seem too feminine for male drinkers — by taking the emphasis off the "diet. The ads employed sporting legends such as Whitey Ford, Mickey Mantle and George Steinbrenner to provide masculine bona fides, and sold it to guys as having "everything you always wanted in a beer.
And less. Now, health-conscious consumers are open to the idea of lower-calorie options. It can be a complement even for picky drinkers of craft beer, which boasts more complex flavours but can often be too heavy and hoppy to drink multiple pints of in a sitting.
According to SABMiller's own research, the light-beer segment accounts for just over a quarter of the beer market in Canada — largely dominated by Molson Coors Brewing Co. Statistics Canada has only just started breaking out light-beer sales, and does not have data for all of Canada, but this proportion seems roughly correct.
In Ontario, for example, the light segment was about 20 per cent of sales in The company's research also suggest that a third of those consumers in Canada are "at risk," in other words, not brand-loyal.
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