Core77

Miller Lite Creates "Beer Drops" to Flavor Competitors' Beers

A missed opportunity for packaging design

By Rain Noe - April 20

in Packaging

Here's a package design for beer (sort of) that caught me off-guard:

Earlier this month Miller Lite released limited edition Beer Drops, a "liquid taste enhancer that adds more beer taste to other light beers." (And no, apparently it wasn't an April Fools' prank.)

"Beer Drops…graces other light beers with the irreplaceable taste of a fine pilsner. Simply squeeze your Beer Drops into 12 oz. of beer, take a sip and enjoy more beer taste."

What I want to know is, is there any actual alcohol in there, or is it just flavoring? Sadly the company doesn't say.

I do think they missed an opportunity with the package design. These look like off-the-shelf liquid toothpaste or condiment vessels that come in a poor imitation of a cigarette pack, and I think it would've been fun to instead design something that communicates the essence of beer in a concentrated package.

Poor package design aside, at press time, Beer Drops were sold out.

o

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Dee An

7 months ago

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“BEER DROPS ARE SOLD OUT! BUT THE BEST WAY TO GET GREAT BEER TASTE WITH ONLY 96 CALORIES IS TO BUY MILLER LITE AT..."
So, it's just a marketing prank, April-related or otherwise. It has worked on Core 77 to get attention.
The generic shape of the bottle is a clue to this. The minimalist graphic design is also suspicious.

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Cody O

7 months ago

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I wondered if the shape may have been based on a tap handle, but a quick search didn't suggest that this is a characteristic Miller Lite handle shape. Perhaps this was an existing bottle that was "close enough" to a tap handle look.

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