The MillerCoors brand will convert 98% of Miller Lite cans to the original designs that marked the brand’s debut in 1975. The retro-canning will be part of a promotion that will run from January 1 to March 15, Advertising Age notes.
MillerCoors is a joint venture between Molson Coors Brewing (TAP) and SABMiller (SBMRY). The company was created to compete with beer-giant Anheuser-Busch InBev (BUD). It produces a number of beer brands including Coors, Coors Lite, Molson Canadian, Miller High Life, Miller Lite, Miller Genuine Draft, as well as the craft been Blue Moon, which has recently been the subject of controversy among other craft beer makers.
Lite beers continue to lead beer sales. Miller Lite is ranked as the fourth largest U.S. beer brand with 6.9% of the market. It’s sales have been sliding in recent years under competition from market leaders Bud Light and Coors Lite.
The old-style designs will appear on 12-ounce, 16-ounce and 24-ounce Miller Lite cans.
Earlier this month, MillerCoors was summoned by the Federal Trade Commission after Anheuser-Busch Inbev said it was making exaggerated claims about its Coors Light cans.