Milwaukee’s

Milwaukee’s

The story of Milwaukee's Best does not begin with Miller, but with a German immigrant named George Schweickhart, who in the 1850s recognised the crystal-clear water of the Menomonee River in Milwaukee as ideal brewing water and laid the foundation for what would later become the A. Gettelman Brewing Company. In 1895, Gettelman launched Milwaukee's Best – named after the conviction of the time that Milwaukee possessed the best brewing water in the world – deliberately remaining regional and grounded, never harbouring national ambitions. The decisive turning point came in 1961, when the Miller Brewing Company – itself founded in 1855 by German immigrant Frederick Miller from Riedlingen and by then grown into the second largest brewery in the United States – acquired the Gettelman Brewing Company and thereby integrated both the Milwaukee's Best brand and its loyal customer base into the Miller family.

In 1982 the brand was officially repositioned as Miller's economy label, and in 1986 Milwaukee's Best Light followed as the best-selling variant of the entire brand family – an American light lager that with 4.1% ABV, low calories and an accessibly crisp and clean flavour profile of high-quality barley malt, selected grains and choice hops fully delivered on the American dream of an affordable, sessionable and everyday beer. The brand achieved recognition far beyond the classic budget beer segment through its legendary advertising campaigns – including the iconic «Men should act like men, and light beer should taste like beer» campaign of 2006 – and positioned itself as a self-confident, humorous and unmistakably American cult beer.

Today Milwaukee's Best Light is part of the portfolio of Molson Coors Beverage Company – the merger of Miller and Coors that in 2005 became the second largest brewing group in North America – and continues to be produced in Milwaukee, where Frederick Miller once laid the foundation for one of the greatest and most celebrated brewing stories in America with a single brewery and the crystal-clear waters of Wisconsin. As a direct import from the United States, Milwaukee's Best Light stands for all those who wish to enjoy the authentic American budget beer experience in its most honest, uncomplicated and unadulterated form – a beer that never wanted to be more than what it is, and for exactly that reason has remained one of the most consumed beers in America for over 130 years.