If Kingsford Signature Flavors aren’t what you’re after, Miller Brewing Company has partnered with PR Agency, DDB Chicago, on creating beer infused charcoal ahead of Memorial Day weekend. The limited run product, called Miller Lite Beercoal, is the first-ever Miller Lite-infused charcoal.
Summer is all about outdoor cookouts and get-togethers, which means plenty of Miller Time. 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
Anne Pando, director of marketing for Miller Lite
To create the product, Miller Lite is reduced to a concentrate and added to charcoal. The product is a marketing promotion as part of Millers “Summer Loves Beer” program. The details of the actual product are light in the press release. It appears that the charcoal is in briquette form, from the pictures, but the source of the charcoal is unknown. They claim that the beer taste is released with the charcoal is burned.
Miller Lite Beercoal is available starting May 24th at MillerLiteBeercoal.com for $11.99 MSRP, plus shipping, while supplies last. To fuel the promotion, there will be product drops through May 27th. The charcoal comes in 4 lb packs.