Miller Collectibles
Miller Beer, established in the 1850s in Milwaukee, has worked hard to gain its reputation as a mainline American beer. Adapting to a national market, Miller developed one of the early successful light beers. As stronger interest developed in local and micro-beers, Miller returned to tradition with its MGD (Genuine Draft) line. Interest in southwestern foods and a growing Hispanic population recently produced MillerChill, seasoned with salt and lime. Its 2008 "joint venture" with Coors of Colorado suggests that Miller will continue its pursuit of the middle of the American market, adding younger drinkers to old regulars.
Miller collectibles reflect wanting to be in the center of the crowd. Regular, Lite, and Genuine Draft combine to form the longest roster of neon beer signs on any collectible signs list. Miller signs share some Coors strategies, focusing on regions (cowboys and cactus predominate) and recreational pursuits (surfing, golf, and guitars). Miller also leads in signs related to major sporting events. Both neon signs and lightboxes reflect support of NASCAR and a number of Super Bowls. Miller signs also pitch directly to Bulls, Packers, Raiders and other team fans.
