MillerCoors LLC is rolling out cans for its Lite brand that feature a second tab for what the beer brewer claims allows for a smoother pour.
The Business Journal reports that the punch-top can increases airflow, reducing “glug” and resulting in an improved, smoother pour, according to MillerCoors.
The second tab on the can is designed to be opened with a wide array of objects such as a house key, golf tee or even a dollar bill. MillerCoors management claims one has to be “especially clever” to open the can with a dollar bill.
“Miller Lite is giving beer lovers an even more enjoyable drinking experience with the breakthrough punch-top can,” said Amy Breeze, director of innovation and activation for Miller Lite. “We’re proud of our product and think everyone will have a blast exploring different ways to open it.”
The new-style can is part of an effort by Chicago-based MillerCoors to breathe life back into the Lite brand.
To support the punch-top can, the brand is launching new television commercials, which will run through mid-August on network and cable sports programming as well as on cable entertainment. The spots tout the can’s benefits and inspire consumers to get creative with their own Punch Top Can opening tools. The product launch also is supported by print, radio, billboard and digital advertising and retail point-of-sale.
The punch-top can is available in retail accounts across the country and will be the standard can for all Miller Lite and Miller Genuine Draft 12- and 16-oz. cans.