Miller Genuine Draft is ready for it first major branding overhaul since it launched 36 years ago.

The traditional gold and black design is replaced by a black and red theme featuring MGD’s trademark eagle swooping over the familiar Miller script. 

While MGD’s brand packaging has been tweaked from time to time over the years, Molson Coors Beverage Company saw an opportunity to reinvigorate the brand in the United States with a bold update, according to Anne Pando, senior marketing manager for MGD.

“Miller Genuine Draft is a large brand in Molson Coors’ U.S. portfolio, and we wanted to breathe some new life into it, re-engage with our core drinkers, and set the brand up for future success,” she says, calling the rebrand “long overdue.”

MGD, an American lager first introduced in 1985, barrelled onto the scene by boasting about its cold-filtered process – as opposed to heat pasteurisation – that eliminated yeast and other particulates from the brewing process, giving it clarity and flavour akin to a draft pour.

After seeing the success of 2019’s rebrand of Miller64, Pando says the stage was set for the new MGD packaging, which consumers will see on shelves starting this month. The beer itself is not changing.

“We took what worked well for the brand and reinterpreted it,” she says. “We’re taking MGD from the current packaging design that, while impactful at one time, is ready for an update, to a new contemporary look and feel, that is bold and will deliver big shelf impact.”

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