Miller's approach worked where the two previous light beers had failed, and Miller's early production totals of 12.8 million barrels quickly increased to 24.2 million barrels by 1977 as Miller rose to 2nd place in the American brewing marketplace. When Miller acquired Meister Brau's labels the recipe was reformulated and relaunched as "Lite Beer from Miller" (which was its official name until the mid 80s) in the test markets of Springfield, IL, Knoxville, TN and San Diego, CA in 1973, and heavily marketed using masculine pro sports players and other macho figures of the day in an effort to sell to the key beer-drinking male demographic. Owades, a biochemist working for New York's Rheingold Brewery, the recipe was given (by the inventor of the light beer process) to one of Miller's competing breweries, Chicago's Meister Brau, which came out with the Meister Brau "Lite" brand in the late 1960s. After its first inception as "Gablinger's Diet Beer," which was created in 1967 by Joseph L. Essentially the first mainstream light beer, Miller Lite has a colorful history.
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