I’m sure you are all quite sad to hear – Miller has killed MGD 64 Lemonade line. In January, Miller announced they were adding flavored variations of the “64″ line, aimed at low calorie drinkers, and summer beer drinking settings.
Today Miller called takesies backsies on the whole venture.
Winning in beer requires testing the bounds of the market with innovation,” Ed McBrien, president of sales wrote in an email Tuesday to MillerCoors distributors. “With that commitment, however, comes a recognition that not every innovation will succeed. That is the case with MGD 64 Lemonade, so we have decided to discontinue this line extension.
The remaining product will be bought back by the company. No word on how much the failed venture will cost. [BusinessJournal]