The old Miller High Life bottles may have reminded you of your wood-paneled basement back in the 1970s, but the new design, rolled out today, hearkens even further back. The Girl on the Moon icon, introduced with the brand in 1903, has been downplayed in recent years, but now she takes up one side of the 12-pack's design. The brand has also opted for a retro, streamlined look, which is all the rage in packaging right now. As Peter Clarke, CEO and founder of Product Ventures, noted in a recent Brandweek interview, Kraft's Ritz crackers and Oreo cookies also exhibited this "almost hyperclean" look in a Target-only rollout last year. If anything, it's a different direction from High Life's blaze orange can and deer-laden packaging from 2007, which was designed to give hunters something to get buzzed on while they were shooting at things. Seemed like a good idea at the time, I guess.
—Posted by Todd Wasserman