Who Owns Miller Beer? The Surprising Truth Revealed

The Miller Brewing Company has changed hands several times since its founding in 1855 by German immigrant Frederick Miller. The company was bought by W.R. Grace in 1966, then by Philip Morris in 1969, and then by South African Breweries in 2002. In 2008, South African Breweries merged with Molson Coors to form MillerCoors, which became the sole owner of the Miller brand in 2016.

The Miller Brewing Company's history

The Miller Brewing Company, one of Milwaukee's historic brewing giants, was founded in 1855 by German immigrant Frederick Miller. Miller, who had trained as a brewer in Germany, bought the small Plank Road Brewery for $2,300 ($82,280 in 2024) and changed its name to Miller Brewing Company, Inc. The location of the brewery in what is now the Miller Valley provided easy access to raw materials produced on nearby farms.

Miller established a saloon in his new brewery, as well as a new beer hall downtown and a beer garden. These outlets helped him secure a share of the local market. He also expanded sales to nearby Chicago and other large urban markets. Miller industrialized, expanded, and updated his facilities through the 1870s and 1880s, growing his brewery into a multi-building complex.

After Frederick Miller died in 1888, his sons Ernest, Emil, and Frederick A., along with their brother-in-law Carl, assumed control of the operation, which was incorporated as the Frederick Miller Brewing Company. The company continued to grow, and in 1903 it introduced its flagship brand, Miller High Life, which was billed as "The Champagne of Bottled Beer".

Miller remained a family business until 1966, when it was sold to W. R. Grace and Company. Three years later, in 1969, it was bought by Philip Morris (now Altria) for $130 million. The marketing expertise of its new parent company vastly improved Miller's prospects, and the company soon rose to second place in the national industry.

In 2002, South African Breweries (SAB) acquired primary ownership of Miller Brewing from Philip Morris, creating a new parent company: SABMiller. In 2015, SABMiller announced its merger with Anheuser-Busch InBev SA/NV, as well as the sale of its interest in MillerCoors and the rights to the Miller brand name to Molson Coors. In 2016, Molson Coors gained full ownership of the Miller brand portfolio outside the US and retained the rights within the US.

Miller Lite's marketing campaigns

Miller Lite has had several marketing campaigns over the years, with varying levels of success. Here is an overview of some of their notable campaigns:

"Miller Time" Campaign (1970s, 1997, 2024)

One of Miller Lite's most iconic campaigns revolves around the slogan "Miller Time". This campaign was first introduced in the 1970s and was revived in 1997 and again in 2024. The slogan encourages consumers to associate Miller Lite with fun, leisure time spent with friends. The 2024 iteration of the campaign includes promotions and sweepstakes, encouraging consumers to "make the season lite".

"Great Taste, Less Filling" Campaign (1975, 2024)

In 1975, Miller Lite introduced an innovative ad campaign that sparked a debate about whether the beer "tastes great" or is "less filling". This campaign featured sports stars arguing over Miller Lite's best attributes. In 2024, the brand revived this campaign with a new roster of celebrities, including athletes and actors. The updated campaign included a promotion for "Beer Tapes", a double feature of VHS tapes with one being a playable tape offering the chance to win free beer and exclusive merchandise.

"Bad $#!T to Good $#!T" Campaign (2023)

In 2023, Miller Lite launched a campaign to address its history of sexist advertisements. The brand collected and removed its outdated, objectifying ads and turned them into compost to grow hops for female brewers. The campaign was promoted by comedian and actor Ilana Glazer and received positive feedback from consumers.

"Taste is a Feeling" Campaign (2024)

Miller Lite's 2024 marketing campaign focuses on taste, positioning the beer as the light beer for drinkers who appreciate the flavour of beer. The campaign includes TV and digital ads, retail promotions, and out-of-home components. It coincides with Miller Lite's largest media investment in two years, with a refreshed focus on local markets. The ads take aim at ultra-light beers, emphasising that Miller Lite has more taste while still being low in calories.

Miller's ownership changes

The Miller Brewing Company has changed ownership several times since its founding in 1855 by Frederick Miller, an emigrant from Hohenzollern, Germany. Here is a timeline of the major ownership changes:

1855-1966: The Miller Family

Initially, Frederick Miller purchased the small Plank Road Brewery for $2,300 ($82,280 in 2024). Over the years, the company expanded and remained in the Miller family until 1966.

1966-1969: W. R. Grace and Company

In 1966, the conglomerate W. R. Grace and Company bought Miller from Lorraine John Mulberger (Frederick Miller's granddaughter) and her family.

1969-2002: Philip Morris (now Altria)

In 1969, Philip Morris bought Miller from W. R. Grace for $130 million, outbidding PepsiCo. Under Philip Morris, Miller's marketing strategies and advertising campaigns became more important, and the company expanded its range of brands.

2002-2016: South African Breweries/SABMiller

In 2002, South African Breweries (SAB) bought Miller from Philip Morris for $3.6 billion in stock and $2 billion in debt, forming SABMiller. Philip Morris retained a 36% ownership share and 24.99% voting rights. In 2008, SABMiller formed MillerCoors, a joint venture with rival Molson Coors, to consolidate its operations in the United States.

2016-Present: Molson Coors

In 2015, Anheuser-Busch InBev announced it had reached an agreement to acquire SABMiller for $107 billion. As part of this deal, SABMiller sold its stake in MillerCoors to Molson Coors for around $12 billion in 2016, giving Molson Coors full ownership of the Miller brand portfolio outside the US and retaining the rights within the US and Puerto Rico.

Miller's NASCAR sponsorship

Miller Brewing Company has been a large motorsport sponsor since the 1980s. In the NASCAR Cup Series, Miller has sponsored several drivers over the years, including Bobby Allison from 1983 to 1988, Dick Trickle in 1989, Rusty Wallace from 1990 to 2005, Kurt Busch from 2006 to 2010, and Brad Keselowski from 2011 to 2020.

Miller's sponsorship of NASCAR drivers has proven to be successful, with Allison winning the 1983 NASCAR Winston Cup Series and Keselowski winning the 2012 NASCAR Sprint Cup Series. In total, 20 of Keselowski's 34 career wins in the NASCAR Cup Series were achieved with Miller Lite branding on his car.

In addition to sponsoring individual drivers, Miller has also sponsored various NASCAR races, including the Miller High Life 500, Miller 500, Miller High Life 400, Miller 400, Miller 300, Miller 200, and Miller 150.

However, Miller's involvement in NASCAR has evolved over time. In recent years, the company has reduced the number of races it appears as a primary sponsor. For example, in 2019, Miller Lite was the primary sponsor for only nine races, and in 2020, it appeared in only one Cup Series race.

In 2021, there was a change in the sponsorship of Brad Keselowski's car, with the Miller Lite branding being replaced by Keystone Light, another brand owned by Molson Coors Beverage Company. Despite this change, Miller's long-standing association with NASCAR and its drivers has left a significant mark on the sport.

Miller's product range

The Miller Brewing Company, founded in 1855, has a wide range of products, including:

• Miller High Life: An American-style lager introduced in 1903, it is Miller Brewing's oldest brand. It is known for its high level of carbonation, similar to champagne, and was one of the premier high-end beers in the US for many years.
• Miller Lite: An American-style light lager, introduced in 1972, was the first light beer to gain widespread popularity.
• Miller High Life Light: Introduced in 1994, it had an ABV of 4.1% and was discontinued in 2021 to focus on Miller Lite. However, it was brought back in 2024.
• Miller Genuine Draft: Nicknamed MGD, it was launched in 1985 as "Miller High Life Genuine Draft". It is made from the same recipe as High Life but is cold-filtered instead of pasteurized.
• Miller 64: Formerly known as Miller Genuine Draft 64, it is an "ultra-light" beer with 2.8% ABV and 64 calories per 12 US fl oz serving.
• Frederick Miller Classic Chocolate Lager: A seasonal lager available from October to December in select states, it is brewed with six different malts, including chocolate and dark chocolate malts.
• Miller Sharp's: A non-alcoholic beer introduced in 1989.
• Milwaukee's Best: Miller's economy label with an ABV of 4.8%.
• Milwaukee's Best Light: The light version of Milwaukee's Best with an ABV of 4.1%.
• Milwaukee's Best Ice: Miller's economy ice beer with an ABV of 5.9%.
• Mickey's: A malt liquor with an ABV of 5.6%.
• Olde English 800: A malt liquor, also known as "OE", with an ABV of 5.9% in the eastern US, 7.5% in most western states, and 8.0% in Canada.
• Miller Chill: A chelada-style pale lager brewed with lime and salt, introduced in 2007. It was discontinued in 2013 due to the launch of a similar product by a rival company.

In addition to these brands, Miller Brewing Company has also produced and distributed other beers, such as Hamm's, Sparks, and Steel Reserve.

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