Golden Blue Strengthens Awareness of 'Miller Genuine Draft'

Golden Blue International's American premium lager 'Miller Genuine Draft,' which it began importing and distributing last year, is gaining great popularity among consumers.

Miller is an American-style pale lager brewed using the bottom-fermentation method, created by Frederick Miller in 1855. It entered the Korean market in 1988 as a first-generation imported beer and has grown into one of the world's top 10 premium beers, loved by consumers not only in Korea but worldwide through various brand activities.

Miller differentiates itself from other beers by using the finest ingredients. It uses high-quality 'Watertown hops' and 'original Miller yeast' as raw materials, and two types of malt?'Pilsner malt' and 'caramel malt'?which give it a sweet fruity aroma along with a slightly bitter taste. In particular, through the 'ceramic cold filtering' process (four filtration steps at minus 2 degrees Celsius), yeast is filtered out without heat treatment, resulting in a golden glow and a fresh, clean taste that makes canned and bottled beer feel like draft beer.

Golden Blue International is conducting various activities to promote Miller's excellence. It has participated in diverse events such as Disco Fest, Seoul Park Music Festival, and Busan International Rock Festival. Especially in July, during the summer vacation season, it created 'Miller Beach' at Yangyang Hajodae Beach so vacationers could experience Miller firsthand, attracting much attention. In August, to increase product awareness through continuous innovation and to solidify its position in the imported beer market, it renewed the packaging of the Miller 500mL can product.

The renewed product prominently features the 'M' logo symbolizing Miller on the front, emphasizing the brand identity of 'Miller.' The M logo uses a gold color reminiscent of Miller, while the rest of the package is black, making the M logo stand out even more. Additionally, unlike before, the new packaging introduces a matte can, offering a more sophisticated and modern feel.

A Golden Blue International representative said, “Since its launch, we have conducted various online and offline marketing activities to convey Miller's excellence to many consumers. We will continue to expand consumer touchpoints through innovative and unique activities that reflect the product's distinctive features.”