Publication: Ad Age
By: Jon Springer
Date: April 13, 2023
During the holidays at the end of 2021, Miller Lite fended off competition from wine and spirits by introducing “Beernaments,” or Christmas decorations that double as beer can holders. Beernaments helped to grow draft sales by 1.5 points, the highest levels since 2018, while Lite volume increased 3.4%, making it the brand’s strongest December in the past five years. Consideration grew 2.7 points, marking the highest Q4 consideration levels since 2016.
Beernaments came to retail in 2022, and adding to the festive array at the end of the year was a Christmas Tree Keg Stand—a box stand with room underneath for an ice bucket and a quarter keg. The stunt drove 3.7 billion press impressions and attracted the attention of Jimmy Fallon, Stephen Colbert and Seth Meyers.