Good Drinks Australia expands its beer portfolio with the launch of Miller Dry 3.5% – a premium, mid-strength, lower-carb lager that brings the smooth, crisp taste of an iconic American brand to a new generation of Australian drinkers.
Brewed to a lower-carb recipe, Miller Dry delivers a refreshingly crisp, easy-drinking taste with low bitterness.
Backed by 160 years of brewing heritage, Miller Dry enters the premium international mid-strength segment – a contemporary space that the company says speaks to younger, modern Australians who want easy drinking without compromise and greater lifestyle alignment.
James Marsden-Smedley, brand manager – Molson Coors, said the launch of Miller Dry meets the market where it matters.
“Mid-strength beer is a genuine growth segment, not just as a percentage of the beer category but across adult beverages,” he said.
“While the headlines suggest that younger millennials and Gen Z are avoiding alcohol, they’re actually just being smarter and more discerning about the choices that they make.
“With lower alcohol and lower carbs without compromising on flavour, Miller Dry fits with their lifestyle.”
According to Gareth Owen, senior sales manager – Australia at Molson Coors, the company was proud to be bringing a new product under the Miller brand to Australia made specifically for this market.
“Miller Dry 3.5 is the product of a fantastic partnership between Good Drinks and Molson Coors, built for Australia around the idea of 'Easy Like Miller Dry' – easy drinking, easy occasions, no compromise,” he said.
“It's a smooth, lower-carb, mid-strength lager and it taps perfectly into the momentum behind both the mid-strength and lower-carb categories.”
Powered by Miller’s new US West Coast platform, an AFL partnership with St Kilda, macro and micro influencer activity, in-store sampling and retail and digital media, the launch is set to deliver $1.8 million in media value nationally.
Miller Dry 3.5% is available now in 6 x 355ml cans and 4 x 6 x 355ml cartons nationwide.
