For over five decades, Fort Worth has played a pivotal role in shaping the American beer landscape, particularly with the launch of Miller Lite, the nation’s first mainstream light beer. Long before light beer became synonymous with backyard barbecues, tailgates, and casual evenings at home, Miller Lite, brewed and developed in Fort Worth, began its groundbreaking journey.
“Miller Lite was born in Texas,” says Ann Legan, global vice president for Miller Family of Brands at Molson Coors. “Not just brewed here—the original recipe was developed here. Our Fort Worth roots run deep.”
The Miller brewery, located off Interstate 35W in Fort Worth, has been producing Miller Lite since 1975, marking a milestone in beer history. To celebrate this significant anniversary, the company has launched an advertising campaign to highlight the brand’s nostalgic journey.
Titled “Legendary Stories Start With a Lite,” the campaign debuted during the NCAA Men’s Basketball Tournament. Narrated by Christopher Walken, the ad features iconic moments from Miller Lite’s history, including appearances from legendary figures like John Madden, Bob Uecker, and country singer Luke Combs. The ad’s soundtrack, David Bowie’s “Rebel Rebel,” underscores the legacy of the brand.
Miller Brewing Co. acquired the Carling Brewing Company’s Fort Worth plant in 1966 for $5.5 million. At the time, the brewery had been idle for nearly a year. Miller invested $6 million into expanding the plant, boosting production capacity to 800,000 barrels. This marked the beginning of Miller Lite’s journey, following years of beer production exclusively from Milwaukee.
Over time, Miller underwent several ownership changes, eventually being acquired by Molson Coors in 2016. The acquisition occurred as part of SABMiller’s merger with Anheuser-Busch, in compliance with a U.S. Justice Department settlement.
The emergence of light beer in the 1970s was revolutionary. Traditionally, beer was known for its full-bodied, heavy taste. But led by John A. Murphy, Miller Brewing Company took a bold step by introducing a lighter beer without compromising on flavor. This innovation changed the beer industry and culture. The famous slogan “Tastes Great, Less Filling” became a cultural shift, with retired athletes and Hollywood stars backing the campaign, making Miller Lite the drink of choice for the masses.
The 50th-anniversary celebration underscores Miller Lite’s Texas origins. The campaign not only includes nostalgic elements like throwback packaging and limited-edition cans, but also partnerships that reflect the brand’s legacy while looking toward its future.
Christopher Walken was chosen as the campaign’s narrator for his authentic presence. “We wanted someone who embodied that sense of authenticity,” explains Legan. “His voice, his presence—it brings the weight of experience, the feeling that this story has been lived.”
The campaign also pulls from the Miller Lite archives, showcasing unplanned, real moments. “These weren’t staged shots,” Legan shares. “They were real people enjoying Miller Lite. That’s what we wanted to capture.”
For Miller, the essence of “Miller Time” has always been about turning simple moments into unforgettable memories, with Miller Lite often being at the center. And for 50 years, it all began in Fort Worth.
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