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MillerCoors Pulls MGD 64 Lemonade

Low-calorie beer failed to generate strong sales.
July 28, 2011

NEW YORK - Facing weak sales of its experimental, lemon-flavored beer, MillerCoors has pulled MGD 64 Lemonade from store shelves, Advertising Age reports.

While the limited-time beverage that debuted in May had been scheduled to run through Labor Day, sales results were poor, which led to the beverage€™s premature demise.

"Winning in beer requires testing the bounds of the market with innovation," said MillerCoors in a statement. "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."

MillerCoors plans to purchase outstanding cases from distributors and cover destruction costs, where legal.

The lemon beer is an extension of the MGD 64 base brand. For now, MillerCoors is fully supporting the brand and is "asking distributors to redouble their efforts" to promote it.

MGD Lemonade targeted 24- to 34-year-old females, classifying the beverage as a "flavored beer" rather than a malt beverage.