Miller introduces bottles with twist

07 March, 2008

Miller Genuine Draft drinkers can get rid of their bottle openers thanks to the beer's new twist-off cap.

Miller Brands is backing the repackaging with an eight-week campaign in London, Edinburgh and Glasgow from March 17.

Radio activity on XFM, outdoor ads and in-store promotions will introduce the new closure, while a "dedicated street team" will visit key stores in Scotland to promote it.

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

"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."

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