‘Enjoy the Party Today and Still Feel Great Tomorrow’: Miller’s Low ABV Beer Gets a Facelift

Miller introduced Miller Extra Light’s new packaging. (Photo: Miller/Facebook)

Miller announced on Tuesday that the beer brand is giving its low-ABV beer, Miller64, a new facelift and will be calling it Miller Extra Light from now on.

The contents inside the updated cans and bottles will stay the same, and the beer will still clock in at 64 calories and possess a 2.8% ABV.

Miller announced that it will phase in new packaging with the updated look and phase out the “64” altogether in the Fall.

The Low- and No-Alcohol Movement — A Growing Trend

In January 2023, Food Navigator reported on a growing trend of low and no-alcohol beverages, citing that the value grew past $11 billion in 2022. The outlet forecasts that it is expected to rise by 7%, with zero alcohol beverages pushing over 90% of the growth.

The Guardian reported in January that the hospitality research group KAM cited that 5.2 million less adults in the United Kingdom drank on a weekly basis in 2023 than in 2021, which coincided with the pandemic.

CNN reported in April that the zero-proof movement is growing rapidly, and individuals like Amy Hook, a 46-year-old executive wanted to give up alcohol because she doesn’t feel like it offers any benefits to her anymore.

“I think there are a lot of people that are in my position, that are my age, where it’s like, alcohol just doesn’t feel good anymore,” Hook said, according to CNN.

It seems the low to no alcohol trend isn’t going anywhere, and many other brands besides Miller are getting in on the booze-free bev craze.

Hayman’s Gin introduced a 12.5%-ABV London Dry Gin-inspired spirit in January, catering to the low alcohol market. The average ABV of gin is between 36% and 50%.

In October, Free AF Drinks unveiled a ready-to-drink mocktail gin and tonic, meant to cater to those who wanted all the fresh taste of a G&T without the boozy effects of the “G” component.

Miller appears to be one of the major beer brands at the forefront of a new trend, and only time will tell which brands follow suit.

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