MillerCoors Dumps Miller Chill Brand

Frosty sales led to the demise of the lime-flavored brew.

November 13, 2013

CHICAGO – Miller Chill is exiting the MillerCoors lineup due to frigid sales, Advertising Age reports. The lime-flavored brew had been launched as a counterpoint to Bud Light Lime.

MillerCoors announced that Miller Chill would no longer be shipped starting next year. “We have been very vocal about our desire to evolve our portfolio to the fast-growing and higher margin segments of the beer business…especially at the high end,” said spokesman Jonathan Stern. “As part of this initiative, we are trimming low-volume and low-value SKUs and brands,” such as Miller Chill.

Instead, the brewer will focus efforts on Leinenkugel Summer Shandy Redd’s and Third Shift brands, as well as Miller Fortune and Smith & Forge Hard Cider. In making the change, MillerCoors will “carefully manage … with our distributors and chain customers on a market-by-market basis over time to ensure we maintain shelf space and replace with higher velocity SKUs.”

Other brands not staying with the company include Southpaw Light and Red Dog. “Those brands are being cut to make way for these high net revenue brands and that's a big focus next year,” said CEO Tom Long.

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