The ingenuity of the sharing economy has brought us bike share, ride share and even temporary workspaces. Leave it to Miller Lite to introduce grill share.
Miller Lite is celebrating the last weeks of summer with its new Grill Share program, giving legal-age consumers in Chicago and New York the chance to throw hot dogs and kebobs on grills designed to look like cans of Miller Lite.
“Few things go better together than Miller Lite and grilling, and there’s no better time to grill than summer,” says Eric Wolfe, marketing manager for Miller Lite. “Miller Lite’s Grill Share is designed to bring friends and family together in a really fun and unique way to celebrate Miller Time.”
The Grill Share program is the third installment of Miller Lite’s “Summer Loves Beer” campaign, which kicked off in May with the brand debuting Miller Lite-infused charcoal, aka Beercoal. In June, it celebrated Father’s Day by introducing the first-ever beer registry for new dads.
Starting Aug. 11, grill masters in Chicago and New York have the opportunity to reserve a grill online for use on Aug. 12 and 13. The grills will be stationed at open spaces (The Green at 320 S. Canal St. in Chicago and Putting Green at 26 N. 1st Street in Brooklyn) where Miller Lite fans can gather with family and friends. Those who reserve one of the eight Char-Broil grills – available in two four-hour time slots – will also receive a Miller Lite-branded spatula and apron, as well as a $25 voucher to purchase food, charcoal and fluid, or, naturally, Miller Lite.
And for folks who aren’t able to reserve a grill, Miller Lite’s nationwide sweepstakes will give people an opportunity to enter to win one of the 12 Miller Lite charcoal grills. Starting today, consumers can enter the sweepstakes by visiting MillerLite.com/GrillPromo.
“Miller Lite is made for moments like this. Summer’s not over yet and we hope with Grill Share, drinkers can spend the last few weeks of the season the way it’s meant to be enjoyed—barbequing and cracking open a great-tasting Miller Lite.” Wolfe says.
Meanwhile, Miller Lite’s been on a hot streak of its own this summer, growing both dollar and volume share across the board. The brand has picked up share in total beer and in the above premium lights/premium lights and premium lights segments, according to IRI multi-outlet and convenience store data from May 29 through July 24.
“When we say ‘Summer Loves Beer,’ it’s more than just a slogan. The numbers speak for themselves,” Wolfe says. “Now we’ll look to carry that momentum into the fall.”