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09.2011

Massachusetts Beverage Business

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archivedOnBeerReport

GOODBYE LEMONADE BEER, WE HARDLY KNEW YE

It seemed like the perfect summer libation: a blend of MGD 64 and lemonade. After all, it’s really just a lighter version of the summertime favorite shandy. But some innovations pop and then fizzle out before they ever make it big. MillerCoors announced in July that would be discontinuing its MGD 64 Lemonade after less than three months on the market. The low-calorie lemonade-flavored beer was introduced in May as a limited-edition summertime product, expanding from its three-year-old Miller Genuine Draft 64 beer. “Winning in beer requires testing the bounds of the market with innovation,” the company said in a statement. “With that commitment, however, comes a recognition that not every innovation will succeed.” MillerCoors is telling distributors that it will buy back all MGD 64 Lemonade currently in warehouses, where legal. It will also cover destruction costs up to $2.5O per case.

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