SAB Miller to launch Miller Genuine Draft

Well after my post last week wondering what SAB Miller was launching in December through Crown Beverages it now appears they are launching Miller Genuine Draft.

So what is Miller Genuine Draft?

According to Wikipaedia…

Miller Genuine Draft – Miller Genuine Draft (MGD) was introduced in 1985 as the original cold filtered packaged draft beer, which means that the beer is not pasteurized. MGD received the gold medal in the American-style Premium Lager category at the 1999 World Beer Cup. It also received the silver medal at the 2003 American Beer Festival. The concept for cold-filtered Miller Genuine Draft was developed by product consultant Calle & Company. Martin Calle evolved the concept from Miller’s New Ventures effort to launch a new dry beer at a time Miller Brewing was in danger of becoming a much-cloned light beer manufacturer. Originally introduced as “Miller High Life Genuine Draft”, the “High Life” part of the name was soon dropped. MGD is actually made from the same recipe as Miller High Life but with a different treatment. It was developed to give High Life drinkers the same taste in a can or bottle as they found in non-pasteurized kegs. It has 4.7% abv.

So i figure they must be launching the beer to fight Tusker malt and possible Heineken. So know i know why EABL has launched Tusker Lite and just today Pilsner Lite.

For the life of me i can figure out who the Consumer for Pilsner ICE is, anyone know?

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