Beer Charcoal Aims to Remind Grillers it’s “Miller Time” All Summer

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When a cold six-pack isn’t enough, Miller Lite has come on the market with just the trick to add a little more beer to your backyard barbecues. Known as “beercoal,” Miller Lite’s new beer-infused charcoal briquettes are designed to add that extra kick of Miller Lite flavor to your steak or kebab cookouts this summer.

The four-pound bags of beer charcoal are available for purchase online at MillerLiteBeercoal.com with $11.99 for shipping, and sport the slogan, “It’s Griller Time” – a playoff from the beverage company’s long held iconic slogan, “It’s Miller Time.”

According to Anne Pando, who is the director of marketing for Miller Lite, “Summer is all about outdoor cookouts and get-togethers, which means plenty of Miller Time. 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.”

Miller Lite’s beercoal underscores the company’s longtime advertising strategy to emphasize flavor as one of their peak selling points over competitors. Parent company Molson Coors hopes the sheer oddity of the beercoal product itself will stick in public awareness, and remind consumers during one of beer’s highest selling seasons to reach for Miller Lite.

An added perk of peddling the briquettes directly to consumers online is the opportunity to gather valuable first-party data, in a marketing landscape where cookies and traditional methods are disappearing, as privacy restrictions tighten.

Will the beer-coated bricks do the trick in a competitive summer beverage market? Find out more about beercoal here.