No matter what the folks at Miller have to say, the first beer ever to advertise itself as "lite" (as opposed to "light") was Lithia Beer, brewed in West Bend, Wisconsin. The 1966 newspaper ad proclaimed a case of 24 twelve-ounce bottles could be had for $2.99 plus deposit. On its labels and caps, though, Lithia Beer was described as "Light."
Years later, when Miller took over Meister Brau and all of its trademarks, Miller Lite tried to prevent any other brands from calling themselves "Light" or "Lite." Courts ruled that Miller could trademark "Lite," but not "Light." A lot of arguing was made over whether "light" meant just the color, or if it meant the calories, or the carbs or just what. And what about "Dark" beer? Would that become a trademark? Nope. So, "Lite" now belongs to Miller.
As with a lot of other vintage local beers, Lithia disappeared for a while, and now has been revived by some craftsmen. The original West Bend Lithia Company was a 120-year-old family brewery, owned by Charlie Walter, Jr. Lithia brewed 75,000 barrels a year and its distinct flavor came from lithium in the brewery's well.
Lithium?
Yes, lithium. The same stuff that goes into batteries.
No comments:
Post a Comment