Miller Brewing Company worked with printers and suppliers of metallized papers to add some holiday sparkle to its Miller Lite packaging.

By Missy Smith

The package was so distinct in the beer industry that it was recently honored by the Association of Industrial Metallizers, Coaters and Laminators (AIMCAL) with its highest award, “Metallized Product of the Year.” “Judges were impressed with both the technical and marketing aspects of the package and their superior execution,” according to AIMCAL. “On the technical side, they believe it is one of the first commercial uses of electron beam (EB) curing on the market and also were intrigued by the smooth brightness of the interior and the holographic cell dividers. On the marketing side, the judges noted the depth and three-dimensional appearance of the holographic images, the high-intensity ‘sparkle’ and the close relationship to the holiday label for the bottles.”