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Turning on the Lite: The Origins of Miller Lite and Light Beer

All About Beer Magazine - Volume , Issue
June 9, 2014
Tom Acitelli

The story is more complicated, of course. Miller obtained the recipe for what became Miller Lite through its takeover of the bankrupt Meister Brau brewery in Chicago shortly before the Munich dinner. Meister Brau, in turn, had gotten the recipe from the Rheingold Brewery in Brooklyn, where biochemist Joseph Owades devised a way to isolate an enzyme that could break down higher-calorie starches to make them easier for yeast to gobble up.

What Rheingold dubbed Gablinger’s Diet Beer famously flopped in the late 1960s—no one wanted to drink a diet beer. Curiously, Mister Brau also tried marketing Owades’ recipe as a diet beer called Mister Brau Lite despite Gablinger’s brief history; Mister Brau Lite flopped, too.

Murphy, Miller’s president, knew any reiteration of Mister Brau wasn’t going to work as a diet beer. There had to be another angle. The brewery discontinued Mister Brau Lite and, following Murphy’s Munich epiphany, began retooling the image of not only Miller’s low-calorie offering, but of low-calorie beers in general.

Miller tweaked Owades’ recipe to produce, in the brewery’s words, “a low-calorie brew that tasted like beer,” and, together with its Manhattan advertising firm, McCann Erickson, scrapped everything diet-related. Instead, beginning with test marketing in 1973, they hired ex-pro athletes to tout the beer’s drinkability. Out went Miller’s longtime tag, “The Champagne of Beers.” In came “Great Taste, Less Filling” and “Everything You Always Wanted in a Beer. And Less.”

Miller Lite, launched in those white-label bottles as well as white cans in early 1975, was an immediate smash, propelling Miller into the No. 2 market-share spot behind archrival Anheuser-Busch, which felt compelled to introduce its own light-beer brand, Natural Light, in 1977. (In January, MillerCoors rolled out Miller Lite in the original white cans to a strong commercial reception. The white-label bottles were replaced in the late 1990s and haven’t been seen since. Not only will they return  starting in late August, but MillerCoors spokesman Jonathan Stern emailed that “in October, you will see a new look on all Miller Lite packaging that includes a new bottle.”)

Far beyond the impact on the fortunes of its brewery, Miller Lite birthed the light-beer segment as well as spawned a mini-revolution in American food and drink. Suddenly, everything was light—or lite. “The word skittered across hundreds of new product labels (more than 350 in the first half of the eighties),” the New York Times noted in a 2002 obituary for John Murphy. “Light became lite and took on a life of its own.”

It was supremely ironic. Products as varied as pie fillings, barbecue sauce and soda touted their light/lite offerings as lower-calorie alternatives; or, as in the case of Diet Coke, introduced in 1982, simply slapped “diet” in the name. This straightforward approach, by and large, worked—just like it had not worked for light beer.

Read more Acitelli on History posts.

Tom Acitelli is the author of The Audacity of Hops: The History of America’s Craft Beer Revolution. Reach him on Twitter @tomacitelli. 

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22 Comments
  • david taube says:
    November 11, 2014 at 12:08 pm

    at last the truth is told . I am a beer can collector and have a lite from meister brau .

    Reply
    • Maddog says:
      November 23, 2014 at 11:39 pm

      So you admit they stole the ideal from light beer from german light beer, and now we have people saying Miller created it.

      Quite absurd.

      By that token, Miller also created the worlds first beer with absolutely no taste.

      Reply
      • Don Delllmann says:
        December 16, 2014 at 6:02 pm

        Interesting story, considering Meister Brau lite was already being sold in the late 1960’s, and Miller only got it when they bought the Meister Brau Brewery. Of course Miller doesn’t let that stop them from claiming they “invented” it. (One of a couple reasons I DON’T buy any Miller-Coors brands, the other being that they don’t make beer, they make mildly alcoholic barley flavored water.)

        Reply
  • g l noble says:
    November 12, 2014 at 8:47 pm

    what year was the first miller lite electric sign

    Reply
  • v. rose says:
    December 12, 2014 at 7:28 pm

    I’m retired from the beer industry and I remember when Miller Brewing Co. bought the Lite brand from Meister Brau. They did not invent the light beer like they claim in their latest TV ad. Nothing like false advertising.

    Reply
    • Rick Hendricks says:
      December 15, 2014 at 11:09 pm

      Exactly. And Meister Brau came from Peter Hand Brewing. They couldn’t invent it so they bought it. And inventing subliminal advertising? Really? That’s right up there with Al Gore inventing the Internet. Light beer started in WW2 due to the rationing of sugar. Less sugar, less alcohol.

      Reply
      • Erik says:
        October 23, 2016 at 12:56 pm

        Peter Hand Light was quite popular in the Lansing MI area in the early 1970s before Miller’s swill came along. Always thought Miller Lite tasted like soapy water.

        Reply
    • Dave says:
      December 3, 2017 at 10:13 am

      very true

      Reply
  • John Blankenship says:
    January 4, 2015 at 9:10 pm

    Old Export Light beer was sold in cone top and later flat top cans by the Cumberland Brewing Co. in Cumberland, MD long before the 60’s.

    Reply
  • Dick Laumann says:
    February 19, 2015 at 3:07 pm

    There’s a story about the President’s of all the beer companies get together for a drink. Each one orders their own company’s light beer. The president of Guiness orders a cola. They all look at him and ask : Why? He says: Well if you guys aren’t going to drink beer then I won’t either!

    Reply
  • The truth says:
    March 6, 2015 at 9:51 pm

    https://m.facebook.com/photo.php?fbid=10151619135992381&set=a.75334952380.73544.34739562380&type=1&relevant_count=1

    Reply
  • Dr Beer says:
    August 21, 2015 at 7:08 pm

    Coincidentally, this happens at the same time 3.2 percent beer started it’s demise. One way to produce beer that is ‘lighter’ is to lower the alcohol content.

    Reply
  • Bob Heipp says:
    January 7, 2017 at 8:37 pm

    Thomas Heipp, brew master for Lithia Beer in West Bend,Wi brewed light beer in the 40’s or 50’s

    Reply
  • Chad Bullard says:
    June 24, 2017 at 9:56 pm

    Is Lite the same as it was originally? Also, does the Ft Worth plant better? I remember drinking a Lite from my parents during a fishing trip as a kid. It still taste like I remember. I like American lagers, but all of the cheap brands tasted the same, aka Shaefer, Carlings Black Label, Old Milwakee,Old Style, etc. I want to taste these old lagers like they were originally made. I am a so different today? What did my drinking forefathers drink then?

    Reply
    • Dave says:
      December 3, 2017 at 10:11 am

      Carlings Black Label is
      Good Beer

      Reply
  • Chad Bullard says:
    June 24, 2017 at 10:06 pm

    I came of age when Meister Brau had the campaign of “just as good as Bud, but without the price.” Milwakees Best came into being, with the slogan,” an old tyme beer with an old tyme taste.” lol Then came Busch and Keystone. Then all of the Heilman Brands disappeared in the decades following. Hell, Schlitz was the biggest beer in my predrinking age. I still remember the steel 16oz tall boys. No one had them for ages afterwards, but they came in aluminum cans later. Schlitz has disappeared. Was Schlitz really much different than today’s Pabst Blue Ribbon?

    Reply
  • Richard golden says:
    October 22, 2017 at 5:02 pm

    Miller had a diet beer in the 1960’s didn’ sell well gr bottles

    Reply
  • Richard golden says:
    October 22, 2017 at 5:04 pm

    Quart botttles

    Reply
  • Dave says:
    December 3, 2017 at 10:09 am

    Lowenbrau, Meister Brau and Lite Beer ( Meister Brau Lite ) brewing rights were sold off to Miller in the late 60’s

    Reply
  • marv lambert says:
    March 21, 2018 at 4:56 pm

    HORSE HOCKEY! IT WAS MADE B-4 MILLERS MADE IT. I’M 82 & DRANK IT.

    Reply

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