Miller Lite kicked off a non-branded taste test called “Know Your Beer” earlier this summer that pits the Original Light Beer against the largest beer in the country, Bud Light.
And so far Miller Lite is winning – handily.
Consumers chose Miller Lite over Bud Light more than 70 percent of the time in more than 120,000 on-premise engagements through late June.
(To be clear, these results are based on data collected by the sampling teams and shouldn’t be considered scientific. Still, follow-up research of participants conducted by a third party found that well over 70 percent of respondents agree that Miller Lite has more taste than Bud Light.)
In the test, teams ask bar goers to compare two beers – beer A and beer B (the bottles are covered) – according to color, aroma and taste. One of the beers is Miller Lite and the other is Bud Light.
Fortune Magazine last month talked to Jason Pratt of MillerCoors about the Know Your Beer program.
From the article:
“We want to give people a chance to evaluate beers side-by-side,” said Jason Pratt, a MillerCoors beer educator, in an interview with Fortune. “And the hope at the end of it is they have a better understanding of the beers in front of them and they can make a choice based on what’s in front of them.”
Pratt added, “We aren’t afraid to compete on the merits of the beer alone.”