Good Drinks taps demand for mid-strength with Miller Dry 3.5%
Good Drinks Australia has expanded its beer portfolio with the launch of Miller Dry 3.5%, a premium mid-strength, lower-carbohydrate lager, bringing the iconic American brand to a younger Australian audience.
Entering the premium international mid-strength beer segment, the beer is brewed to a lower-carbohydrate recipe and is described as having a crisp, easy-drinking taste with low bitterness.
The launch taps into demand for contemporary beer, which accounts for approximately 40 per cent of beer sold nationally, and mid-strength, with close to a third of beer volumes now in lower ABVs – backed by 160 years of Miller brewing heritage and new brand platform ‘Easy Like Miller Dry’.
James Marsden-Smedley, Brand Manager for Molson Coors, said the launch of Miller Dry meets the market where it matters by ensuring consumers are given enough choice in the higher-value contemporary beer segment.
“Mid-strength beer is a genuine growth segment, not just as a percentage of the beer category but across adult beverages. While the headlines suggest that younger Millennials and Gen Z are avoiding alcohol, they’re actually just being smarter and more discerning about the choices that they make. With lower alcohol and lower carbs without compromising on flavour, Miller Dry fits with their lifestyle,” he stated.
Gareth Owen, Molson Coors’ Senior Sales Manager for Australia, says the company is proud to be bringing a new product under the Miller brand to Australia, made specifically for this market.
“Miller Dry 3.5% is the product of a fantastic partnership between Good Drinks and Molson Coors, built for Australia around the idea of ‘Easy Like Miller Dry’ – easy drinking, easy occasions, no compromise. It’s a smooth, lower-carb, mid-strength lager and it taps perfectly into the momentum behind both the mid-strength and lower-carb categories.”
The launch has been backed by a major national campaign, powered by Miller’s new US West Coast platform, including an AFL partnership with St Kilda, macro and micro influencer activity, in-store sampling and retail and digital media, set to deliver $1.8 million in media value nationally.
Miller Dry 3.5% is now available in six-packs and 24-packs of 355ml cans nationwide.