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From Wikipedia, the free encyclopedia

Miller Chill is a brand of a premium light lager beer brewed with lime and salt. Miller Chill is brewed by Miller Brewing Company of Milwaukee, Wisconsin, which is part of SABMiller plc, one of the world’s largest brewers.


Bottle of Miller Chill


Contents

[edit] Origin

Miller Chill was inspired by a traditional Mexican recipe known as the chelada. "Chelada," a slangy variation of the Spanish word "helada" which means "iced," originated in Mexico the 1950s. The traditional recipe is to serve light beer with a squirt of fresh lime juice over ice in a salt-rimmed glass. The addition lime and salt creates a unique, highly refreshing taste. The chelada has since experienced a surge in popularity at Mexican beach resorts.


[edit] History

Miller Chill was the first widely produced beer of its kind in the United States. Miller began testing Miller Chill in Arizona, Florida, New Mexico, Texas and in San Diego, California in March 2007. Miller announced it will track performance in these markets and make decisions about future plans for the brand by summer 2007 – which may include increased production and broadened distribution. [1]


[edit] Marketing

Miller Chill’s marketing taps into the powerful consumer trend of "Latinization" in the United States – the mix of contemporary American and Mexican cultures. This mix of cultural influences is played up throughout the beer’s advertising, created by Young & Rubicam/Chicago. This is especially apparent in the playful use of Spanglish in its advertising, which positions the brand as the perfect refreshment for "wherever and whenever things get hot." The website www.millerchill.com was launched in March 2007 to support mass marketing efforts.


[edit] Product Information

Per 12 oz. serving Miller Chill contains:


  1. ^ "Miller Introducing 'Chill'", BrewBlog (Miller Brewing Company’s company blog), February 6, 2007