Miller Lite - Know Your Beer Information


Program Description

Know Your Beer is a promotional blind taste test sponsored by Miller Lite where participants at select bars and restaurants are asked to evaluate two leading beer brands, Bud Light and Miller Lite.

Participants are informed that they will evaluate the color, aroma and taste of two (unbranded) beers using a scratch card to record their choices. They are first asked to evaluate color and educated on the effect that malt has on the color of beer. Participants then scratch off which beer they feel has more color. Secondly, participants are asked to evaluate aroma and are informed of the impact hops/malt have on aroma. Participants then scratch off which beer they feel has more aroma. Thirdly, participants are asked to evaluate taste and are educated on beer flavors. Participants then scratch off which beer they feel has more taste. At the end of the experience, each participant is asked to scratch off which beer they choose overall (excluding the state of Texas where participants are not asked about overall choice).

The Know Your Beer promotion started on May 1st, 2017 and continues to run at bars and restaurants nationwide. Know Your Beer is not a scientific study of preference for the beers.


Know Your Beer - St. Louis Promotion

Miller Lite conducted a focused Know Your Beer promotion in the St. Louis market from September 7-9, 2017. During this time period, 361 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 3 out of 4 people who participated chose Miller Lite over Bud Light
  • 80% of St. Louis participants said Miller Lite has more taste than Bud Light
  • 76% of St. Louis participants chose Miller Lite instead of Bud Light at the conclusion of the promotion


Know Your Beer – Milwaukee Promotion

Miller Lite conducted the Know Your Beer promotion in the Milwaukee market from May 3 – October 28, 2017. During this time period, 5,427 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 72.6% of people who participated chose Miller Lite over Bud Light


Know Your Beer – Chicago Promotion

Miller Lite conducted the Know Your Beer promotion in the Chicagoland market from May 23 – December 30, 2017. During this time period, 22,478 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 75.1% of participants said Miller Lite has more taste than Bud Light


Know Your Beer – Atlanta Promotion

Miller Lite conducted the Know Your Beer promotion in the Atlanta market from May 3, 2017 – May 26, 2018. During this time period, 23,530 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 80.4% of participants said Miller Lite has more taste than Bud Light


Know Your Beer – Tampa Promotion

Miller Lite conducted the Know Your Beer promotion in the Tampa market from May 4, 2017 – May 31, 2018. During this time period, 10,955 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 75.7% of participants said Miller Lite has more taste than Bud Light


Know Your Beer – Washington D.C. Promotion

Miller Lite conducted the Know Your Beer promotion in the Washington D.C. market from June 15, 2017 – May 25, 2018. During this time period, 4,197 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 74% of participants said Miller Lite has more taste than Bud Light


Know Your Beer – Orlando Promotion

Miller Lite conducted the Know Your Beer promotion in the Orlando market from May 3, 2017 – May 20, 2018. During this time period, 7,427 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 74% of participants said Miller Lite has more taste than Bud Light


Know Your Beer – Miami Promotion

Miller Lite conducted the Know Your Beer promotion in the Miami market from May 11, 2017 – May 20, 2018. During this time period, 8,047 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 72.3% of participants said Miller Lite has more taste than Bud Light


Know Your Beer – Raleigh Promotion

Miller Lite conducted the Know Your Beer promotion in the Raleigh market from May 6, 2017 – May 19, 2018. During this time period, 8,430 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 71.9% of participants said Miller Lite has more taste than Bud Light


Know Your Beer – Baltimore Promotion

Miller Lite conducted the Know Your Beer promotion in the Baltimore market from May 6, 2017 – May 31, 2018. During this time period, 7,381 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 72.5% of participants said Miller Lite has more taste than Bud Light


Know Your Beer – Tulsa Promotion

Miller Lite conducted the Know Your Beer promotion in the Tulsa market from May 5, 2017 – May 24, 2018. During this time period, 1,724 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 72.6% of participants said Miller Lite has more taste than Bud Light


Know Your Beer – Philadelphia Promotion

Miller Lite conducted the Know Your Beer promotion in the Philadelphia market from May 11, 2017 – May 31, 2018. During this time period, 5,078 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 74.1% of participants said Miller Lite has more taste than Bud Light


Know Your Beer – Reno Promotion

Miller Lite conducted the Know Your Beer promotion in the Reno market from June 1, 2017 – May 23, 2018. During this time period, 1,133 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 77.5% of participants said Miller Lite has more taste than Bud Light


Know Your Beer – Los Angeles Promotion

Miller Lite conducted the Know Your Beer promotion in the Los Angeles market from May 10, 2017 – May 26, 2018. During this time period, 7,154 bar goers participated in promotional events in various bars around the city. The below findings are based on the results that promotional specialists recorded from the scratch cards each participant used during the promotion.

  • 72.6% of participants said Miller Lite has more taste than Bud Light