Product Overview
Essentially the first mainstream light beer, Miller Lite has a colorful history. After its first inception as "Gablinger's Diet Beer," which was created in 1967 by Joseph L. Owades, a biochemist working for New York's Rheingold Brewery,. The recipe was literally given, by the inventor of the light beer process, to one of Miller's competing breweries, Chicago's Meister Brau, which came out with the Meister Brau "Lite" brand in the late 1960s. When Miller acquired Meister Brau's labels the recipe was reformulated and relaunched as "Lite Beer from Miller" in 1975, and heavily marketed using masculine pro sports players and other macho figures of the day in an effort to sell to the key beer-drinking male demographic. Miller's approach worked where the two previous light beers had failed, and Miller's early production totals of 12.8 million barrels quickly increased to 24.2 million barrels by 1977 as Miller rose to 2nd place in the American brewing marketplace. Other brewers responded, especially Anheuser-Busch with its heavily advertised Bud Light in 1982, which eventually overtook Lite in 1994. In 1992 light beer became the biggest domestic beer in America. Miller Lite Pilsner Beer Drinking T-Shirt
