How is a Miller Lite drinker different from a Bud Light or Coors Light drinker? What would make a beer drinker reach for an MGD or a Miller High Life over a Bud? What's the attraction of a Canadian beer like Molson, or a specialty brew like Ice House? In-depth laddering studies for multiple Miller brands revealed critical differences - not in the beverages themselves - but in the values held by beer drinkers. Our findings helped influence competitive positioning within the MBC portfolio, and reverse eroding brand share in many key markets.