The holidays are a special and important time to reconnect with family and friends and consumers are more likely to flex their alcoholic beverage choices during this time of year and therefore beer can sometimes be overlooked. Retailers often reinforce this, even though beer sales are still twice that of wine or spirits Nove-Dec. Therefore, maintaining share of features and displays out of the Fall/Football season into the holiday season is difficult.
To further build on Miller Lite’s annual Ugly Sweater program, we were briefed to develop breakthrough, thematic packaging for Miller Lite holiday pints utilizing the Holiday 2019 theme and existing alu pint design .