Our client knows that today’s drinkers need more than just the beer to get them out of the house. So, they charged us with the task of making Miller Lite even more relevant in the on-premise market. We needed to find a way to help bar owners/operators create a unique, interactive experience that would keep their customers coming back for more. Miller needed to become an indispensable business partner in these establishments to drive more traffic and sell more beer.

We engaged in an in-depth segmentation strategy, defining the needs and barriers of the various on-premise outlets. This led to more focused ideation around specific consumer behavior. The particular outlet segment for which the Draft Table was created is titled the “Club House”, most often characterized as a sports bar. We determined that the consumer needs in this particular outlet were focused on socializing, bonding, and excitement and easy access to plenty of beer. Thus, the Miller Lite Draft Table was born.

Bar managers in the test markets of Chicago and Dallas report high demand for Draft Tables, increased bar tabs, and a lot of excited consumers. The Wait Staff rave about the ease of service. Plus, the sleek design has proved durable and easy to operate.