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It's Miller Time: The Stigma Behind Drinking Light Beer

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The second situation Mark talks about was how the brand Miller Lite became popular. Mark talks about how many companies before Miller failed while trying to introduce their light beers to the market. The stigma behind drinking light beers was considered to be girly. And of course men did not want to get the label of being girly. So beer after beer failed until Miller soon enough “It's Miller Time” was a well known saying. Miller heard about a light beer called Schiltz that was successful in Anderson Indiana. After making the trip and talking to regular drinkers of the beer they discovered that they liked to drink it because it was less filling. This led Miller to decide to use the fact that you can drink more and not be full. This led to

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