Miller Lite, also known simply as Lite, is a 4. 2% abv pale lager light beer brand sold by MillerCoors of Milwaukee, Wisconsin, United States. Miller Lite competes with Anheuser-Buschs Bud Light beer, the company also produces Miller Genuine Draft and Miller High Life. Miller Lite was essentially the first mainstream light beer, after its first inception as Gablingers Diet Beer, developed in 1967 by Joseph L. Miller Lite was introduced nationally in 1975. Other brewers responded, in particular Anheuser-Busch with its heavily advertised Bud Light in 1982, Anheuser-Busch played on the branding style of Lite by highlighting the fact that their beer was called Bud Light, as everything else is just a light. In 1992 light beers became the biggest domestic beer in America, in 2008 Miller Brewing Company test-marketed three new recipes – an amber, a blonde ale, and a wheat – under the Miller Lite brand, marketed as Miller Lite Brewers Collection. Miller Lite Great American Beer Festivals silver medal in 2003 in the same category, at the 2010 and 2014 Great American Beer Festival, Miller Lite won the gold medal for Best American Style Lager or Light Lager, beating out Miller Genuine Draft, which received the bronze. Miller Lite isnt even on the top 10 best selling light beer, Miller Lites long-running Great Taste. Less Filling. Advertising campaign was ranked by Advertising Age magazine as the eighth best advertising campaign in history, the campaign was developed by the advertising agency McCann-Erickson Worldwide. In the prime of the campaign, television commercials typically portrayed a Miller Lite drinker noting its great taste followed by another who observed that it was less filling. The commercials were closed with a voiceover from actor Eddie Barth, the then-recently retired New York Jets running back Matt Snell was the first person to appear in Miller Lites first commercial in 1973. As the series of commercials went on, it began featuring athletes and celebrities of all sorts, some commercials from this era include, Former Major League catcher and Milwaukee Brewers broadcaster Bob Uecker being rousted from his good seat at a ballgame, and escorted away by an usher. Uecker comments, I must be in the front rowwwwwww, Joe Frazier, famous heavyweight boxing champion, walking into a full bar as part of a barbershop quartet while the on-screen caption says Joe Frazier, Famous Heavyweight Singer. The quartet sings do like Smokin Joe and the song goes on to praise Miller Lites advantages, there is then a moments silence which follows with a roar of applause. Marv Throneberry, who was one of the most famously hapless members of the 1962 New York Mets, wondering over and over, I dont know why I was asked to do this commercial. Pro footballer/actor Bubba Smith proclaims at the end of a spot, I also like the easy-opening can, in a later ad, pro bowling legend Don Carter laments that bowlers are athletes too, and attempts to prove it by repeating Smiths feat. But he struggles to do so, back and forth until Steinbrenner finally says, Youre fired. The ads usually ended with Rodney Dangerfield somehow being the goat of the losing team, in one of the last spots to feature Dangerfield, the Miller Lite alumni are competing in a bowling match. It is the last frame of a tie game, and Ben Davidson grumbles to Dangerfield, All we need is one pin, Dangerfield rolls the ball down the lane, only to have it bounce horizontally off the head pin and into the gutter, knocking down zero pins
The official Miller Lite logo
Screenshot from the Catfight commercial where a blonde and a brunette fight over whether Miller Lite beer tastes great or is less filling
The Miller Lite car in 2012. The car's current driver, Brad Keselowski, won the Sprint Cup Series title that same year.