By George Anderson
Miller High Life may be celebrating its 100 birthday today but it is determined to feel 75 again.
Carl Cahill, senior brand manager for Miller Brewing's High Life told the Associated Press, "Our goal is to make this brand as prominent as it was 25 years ago. We want to bring it back to its hey day."
Turning back the clock may be easier said than done.
Consumers have considerably more alcoholic beverage choices than 25 years ago and items such as light and low-carb beers are popular with those looking for the buzz without the belly.
Moderator's Comment: How should Miller approach marketing High Life to help it regain some of its past sales glory?
Eric Shepherd, executive director of Beer Marketer's Insights may be right that the lack of success High Life has enjoyed in recent years may be to its benefit. Mr. Shepherd told the AP, "Nobody wants to drink his father's beer. But maybe it's OK to drink your grandfather's beer."