Miller Chill launches new flavour and format

November 21, 2023
By Melissa Parker

Good Drinks Australia announces that flavoured beer brand Miller Chill, is releasing a new Passionfruit flavour, while also launching its entire range into cans.

Miller Chill Passionfruit is brewed with real passionfruit to offer a crisp, clean and refreshing flavoured lager that is slow-brewed and lower in calories.

Miller Chill Passionfruit joins Miller Chill Lime and Miller Chill Blood Orange.

The new addition comes as the entire range is released into cans. With can sales continuing to grow rapidly and now representing 46 per cent of the beer market, the new format gives consumers a choice.

While beer is still Australia’s most popular alcoholic drink, the fruit beer category has become popular as drinkers’ palates increasingly enjoy wine, RTDs or seltzers instead of classic Aussie lagers.

“We’re delighted to finally offer loyal Miller Chill customers the flexibility of a can offering. It makes the brand suitable for more occasions and is more appealing to a broader range of consumers. To put it simply, cans provide greater flexibility, sustainability and portability,” says brand spokesperson Richard Knight.

Miller Chill Passionfruit and Miller Chill in cans have been supported by a digital online and social campaign, as well as traditional TV advertising. Since launch, more than 1100 distribution points have been obtained.

Good Drinks Australia partnered with Molson Coors in July 2022, with the landmark deal seeing GDA distributing Miller Chill, Miller Genuine Draft, Coors, and Molson Canadian across the country.

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