Miller Genuine Draft Switches to Twist-off Caps

The Twist-Off cap is a unique selling point that offers consumers an easier way of opening their bottle at the bar or in the comfort of their own home. It also gives them the satisfaction of hearing the fizz and sensing the freshness of the beer firsthand.

01/03/08 So it won’t come as a surprise that from March, things will become easier for drinkers of Miller Genuine Draft. In order to reinforce the individuality of the brand and taking an innovative approach to highlighting the characteristics of the beer, Miller Genuine Draft will be moving from a traditional bottle top to a twist off cap.

To support the high impact 8-week campaign of the new Twist-Off cap, which begins on Monday 17th March, Miller Brands (UK) Ltd, the company that sells, distributes and markets MGD, will be investing in a high profile awareness campaign in Edinburgh and Glasgow.

The campaign will consist of outdoor creative, radio activity with XFM which will create a buzz around Twist-Off, and in-store promotional support. This will include a dedicated street team visiting key stores in Scotland, making the introduction of Twist-Off hard to miss. The Twist-Off activity builds on the success of the recent Urban Art project, and demonstrates the progressive attitude of the brand.

Richard Ingram, Marketing Manager for Miller Genuine Draft said: “2008 is going to be an exciting year for Miller Genuine Draft, with a range of exciting activity taking place. The introduction of the twist-off bottles is just the start.

“Purveyors of the uniquely cold filtered beer will find themselves one swift twist away from refreshment! No longer will they need to reach for the bottle opener to enjoy their beer. Our target consumers are looking for their beer brands to offer innovative and engaging benefits, which will enhance their drinking experience.

"The Twist-Off cap is a unique selling point that offers consumers an easier way of opening their bottle at the bar or in the comfort of their own home. It also gives them the satisfaction of hearing the fizz and sensing the freshness of the beer firsthand.

“In addition to addressing the needs and demands of consumers, we’ll be developing and implementing innovative trade promotions and experiences so that we can add value to our customers businesses.”