It's Miller Time...

Steve Arkley, Head of Miller Genuine Draft-Global Brand, perfectly described the modern beer experience. And it's finally here in Manila. It's Miller Time at 71 Gramercy...

High above the cityscape, 71 Gramercy hosted the official launch of Miller Genuine Draft in the local market. The embodiment of cosmopolitan beer cool, Miller Genuine Draft brings its unique and distinct flavor and style to Manila's club scene. Finally, it's Miller Time in Manila...

Mikhail A. Schemm (L), Miller Genuine Draft's Brand Ambassador, explained the strategic linkage of the Brand with Electronic Dance Music, or EDM, creating meaningful and relevant connections with young, upwardly mobile adults and enriching the experience of modern club culture. As the DJs spin, twist and open your MGD...

The Brand's iconic status and pervasive presence in the best bars and clubs all over the world began with a simple and straightforward philosophy, "Quality, Uncompromising & Unchanging", since 1855. A German immigrant, Fredrick Miller embarked on a leap of faith, bringing with him his knowledge of brewing, a strong work ethic, a passion for quality, and his hopes and dreams to the new world, establishing a brewery in Milwaukee, Wisconsin that is still in use today as one of the oldest functioning breweries in the United States.

In 1987, Miller Genuine Draft was launched in the United States as the ultimate expression of its core philosophy, "Quality, Uncompromising & Unchanging", a premium Lager formulated with the finest ingredients using innovative brewing techniques for an all-new beer experience.

The brewing breakthrough revolves around an innovative Cold-Filter process through a ceramic filtration system instead of the usual heat pasteurization in traditional steel tunnels. With its pioneering cold filtration process, the product is never exposed to any form of heat, locking in the natural, subtle flavors and preserving a genuine brewery-fresh taste. The unique cold filter brewing process results in a clean, fresh, and smooth taste of unpasteurized beer, refreshingly light yet full of flavor. And that's exactly what you experience in every sip of Miller Genuine Draft.

The unique process sets Miller Genuine Draft apart from the rest, but it's the finest premium ingredients used in every batch that give it character and its distinct personality. And it all begins with the water. Only the freshest "soft" water is used for brewing, with low carbonates and absolutely no odor, taste, or color. The water is consistently tasted and analyzed by the master brewers before it undergoes a stringent treatment process to ensure specified standards are met to consistently deliver super premium quality beer. Then, the finest barley sourced from the American Midwest with low protein content to prevent clouding is then transformed to malt in another complex process. The heated, caramelized crystal malt gives MGD its signature golden color and subtle toffee sweetness.  

The finest hand-selected hops from the Pacific Northwest are then blended in the production of Miller Genuine Draft, creating its Proprietary Light Stable De-bittered Hops (LSCDH), providing MGD its unique stability from light exposure, and allowing MGD to be packaged in clear bottles without any risk of spoilage. The hops also give MGD its distinctively smooth mouthfeel, balanced bitterness, and hoppy flavor as part of its signature flavor profile. To complete the process, the original strain of yeast traced back to Germany and brought by Fredrick Miller to America is used for fermentation, adding that layer of fruity aftertaste in every sip. An overview of the complex process and ingredients makes one appreciate the refreshingly smooth flavor of Miller Genuine Draft, and as the vibe at 71 Gramercy goes a notch higher, another smooth sip of MGD gets you in the groove.

The metro's best DJs spin their magic, and it's Miller Time at 71 Gramercy. Miller Genuine Draft's association with worldwide music events such as Luminocity and Soundclash, as well as partnerships with headphone brand V-Moda and DJ gear UDG reinforces the Brand's positioning with the modern club scene. 

And as the deep bass, lights and strobes of 71 Gramercy reach a fever pitch, one can then pause and admire the clear flint bottle of MGD, with its light golden brew reflecting the lights from the cityscape below. Unlike most beers bottled in dark green or brown glass to protect it from the harmful effects of light exposure and possible spoilage, Miller Genuine Draft proudly shows its vibrant golden hue in a perfectly clear bottle, thanks to its proprietary LSCDH hopping process. And a bottle of Miller Genuine Draft just magically sparkles adding to the play of lights at 71 Gramercy. It is, after all, Miller Time...

Dude for Food is now on Facebook, check out the FB Page for regular updates on good eats. Better yet, click "Like" and enjoy the ride...just look for the FB "Like" widget on the right sidebar.