Why, you might wonder, would I be thinking hard about Miller Lite? It is not, after all, a beer I sample with any sort of regularity – the last one I tasted probably belonged to the last century – and neither is it a brand I see as having any sort of defining presence in the marketplace. (The introduction in 2010 of the “vortex” bottle provided but a single upward blip in what has been the beer’s more-or-less steady decline over the past few years.)
But Lite popped up on my radar recently thanks to none other than Stan Hieronymus, he of Appellation Beer, who put not one, but two links to this ad into his blog. It took me a while to get to actually watching it, but once I did, an eyebrow was raised. Go watch it for yourself and see if you can guess what made my eyebrow twitchy.
No, it wasn’t that Lite has won the World Beer Cup gold for American-Style Light (Low Calorie) Lager four times. (The category is tailor made for such beers, so that comes as no surprise.) It wasn’t the caricature of beer judges as bizarrely facially haired gents and sour-puss ladies. (That part is kind of true, at least for the men, although few in the judge’s room would be so nattily attired.) And it certainly wasn’t the notion that Lite is hopped three times. (Hell, hop it a dozen times if you want, just don’t try to tell me it has any significant hop character.)
What got my attention was this line: “…and never watered down.” Taken at face value, this means that unlike the majority of convenience beers on the market today – and again, thanks Tim Webb for that great way to describe mass-market lagers – Miller Lite is not high-gravity brewed, or in other words, brewed to a higher alcohol content band then watered to the desired strength at the packaging line.
More than the cost of the hops, more than the price of malt and whatever adjuncts they may or may not use, and more even, I suspect, than the price of the vortex bottle, not high gravity brewing Lite would add extraordinarily to the cost of the beer’s production. And that is what i found this revelation to be, well, rather extraordinary.