- Miller Genuine Draft was born in the United States and that market was for decades the most important of the brand.
- However, in 2022 his country of origin lost that place at the hands of a Latin American market.
- Operated by CCU, the Argentine market is the one that sells the most Miller Genuine Draft in the world.
Miller is one of the most traditional beer brands in the United States.
Miller Brewing Company was born in 1855 in Milwaukee, Wisconsin, by Frederick Miller, a German who brought a special yeast from Europe and the idea of making a living brewing the best beers.
To this day, the different varieties of Miller continue to be produced with the same yeast strain and similar manufacturing processes.
According to Statista (2020 data), Miller Lite is the fifth best-selling beer in the United States behind Bud Light, Corona Extra, Michelob Ultra, Coors Light. The sixth is Budweiser.
In that year, Miller Lite accounted for 7.1 percent of all restaurant alcohol unit sales, and 3.7 percent of total US market sales volume.
Miller Lite is part of the beer brands that make up the Molson Coors Brewing Company portfolio.
Miller gains volume in Argentina and the United States is already the second market
The novelty of the beer market in 2022 in Latin America is that the international American beer brand no longer has its largest market for its product Miller Genuine Draft in their country of origin, according to T&R.
That’s how it is, Miller Genuine Draft Argentina became the first market in terms of sales volume in the world, surpassing the United States, which now occupies the second position.
The Miller brand arrived in Argentina in 2017, thanks to the Chilean brewery CCU.
In five years, the emblematic brand of the US market gradually gained sales in Argentina until it reached enough volume to compete with the beer’s country of origin.
Miller’s third place in sales volume is Chile, where CCU also operates it. The fourth, Turkey.
According to Diego González Puig, manager of the Miller brand at CCU Argentina, 2022 was a year with “a historic milestone that fills us with pride.” “The results show us that we are on the right track, with high-quality teams and strategic partnerships behind us, and without whom we would not have been able to achieve this goal,” he added.
By sales volume in the United States, behind Budweiser is Heineken, followed by Stella Artois, Sol and Tecate.
Beers by brand value in 2022
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