From Poland, Maine, to Trinidad, Calif., Miller Lite is celebrating International Beer Day in towns across America with a giveaway that sounds great in any language.
On Friday, August 7, Miller Lite is giving away beer to residents of the more than 80 towns across the United States named after foreign countries, from Cuba, Ill., to Peru, Kan., Finland, Minn., and Denmark, Tenn.
“With all that’s going on in the world and people unable to travel internationally, we wanted to create a fun way to celebrate International Beer Day right here in the United States. What better way than to have Miller Time in all of these ‘international’ locales?” says Alan Bremerkamp, senior marketing manager for Miller Lite.
Miller Lite will offer a rebate to legal-age drinkers in select U.S. cities who buy a six-pack of Miller Lite on International Beer Day, which is Friday, August 7.
What’s more, Miller Lite is bringing an International Beer Day celebration to Scotland, S.D., population 841. On Friday, from 11 a.m. to 1 p.m., Miller Lite’s distribution partner Dakota Distributing will hand out free 12-ounce cans of Miller Lite to residents 21 and older in downtown Scotland.
“Miller Time is all about celebrating who you are, and the people you’re with. We’re thrilled to be able to bring International Beer Day to life for the people of Scotland,” Bremerkamp says. Miller Lite representatives will practice proper safety and social-distancing protocols.
The promotion comes as Miller Lite continues a scorching run in the off-premise, dominating growth in the premium light beer category. The beer brand has posted 8.7% growth year-to-date, according to Nielsen all-outlet and convenience store data through July 25. Coors Light is close behind, growing 7.4% for the year. Together, the two Molson Coors brands have picked up 1.6 points of share in the segment in 2020, largely from category share leader Bud Light, which has posted 1.6% sales volume growth for the year.
Rebates for the International Beer Day promotion can be claimed by visiting Miller Lite’s website and uploading a copy of the receipt. Rebates must be claimed by August 14. Funds will be added to a participant’s PayPal or Venmo account within 14 days. Full promotion rules and locations where it’s valid are available online.