This summer, millions of Americans will fire up their grills. Some will use propane, others charcoal. But a lucky few will do it with [checks notes] Miller Lite Beercoal.
Yes, the enterprising beer brand known for its promotional marketing prowess is back at it with its latest merchandising move. Miller Lite launched Beercoal—charcoal infused with real Miller Lite—earlier this week as a limited release available on its website.
If you're curious, here's a more detailed explanation as to what exactly Beercoal is:
To bring real beer taste to the grill, actual Miller Lite is reduced down into a concentrated form which then coats Miller Lite Beercoal with the iconic taste of the original light beer. When burned, this special charcoal releases the taste of Miller Lite, wrapping whatever you're grilling in a smokey beer blanket suitable for summer.
Mmm, "smokey beer blanket." That sounds cozy!
— Miller Lite (@MillerLite) May 23, 2022
The first batch of Beercoal sold out fast, but for those who missed out, the brand promised "periodic online product drops" through Friday. And anyone who manages to snag some will be in for a treat. The bags are decked out in Miller Lite branding that will match your Canny Pack or beer-holding lanyard.
"Summer is all about outdoor cookouts and get-togethers, which means plenty of Miller Time," Anne Pando, director of marketing for Miller Lite, said in a press release. "Summer is also beer season, and as a light beer known for great taste, it only made sense to pair Miller Lite with the distinct and beloved flavor grilling offers. We see Miller Lite Beercoal as the perfect way to kick-off a season-long celebration of beer, grilling and hanging out with friends and family."
America's major beer brands are seemingly trying to one-up each other nonstop in the branded merchandise department. Recently, Coors Light released beer-flavored lollipops to help with March Madness nerves, while Bud Light launched a candle that smells like tailgating. Miller Lite has previously dabbled in Christmas ornaments you can drink beer out of and a Father's Day "beer shoe" can cooler.
Beer-infused charcoal isn't that wild compared to some of these merchandise endeavors, but it's certainly attention-grabbing. And it's another good example of a brand having some fun with outdoor product promotions, as Ball Park just did with its Hot Dog Helmet.
Here's hoping we get a few more creative grill-centric promos as we move into summer.