Molson Coors Beverage Company has invented beer-coated charcoal bricks to bring the “iconic taste” of Miller Lite to the grill. "Miller Lite Beercoal" is Miller’s latest taste-based initiative to convince consumers about the “superior taste” of its beer compared to other light beers. In April the brewer already unveiled limited-edition Beer Drops that could be added to other light beers to “enhance flavor.”
To bring real beer taste to the grill, actual Miller Lite is reduced down into a concentrated form which then coats Miller Lite Beercoal with the “iconic taste” of the original light beer. When burned, “this special charcoal releases the taste of Miller Lite wrapping whatever you're grilling in a smokey beer blanket suitable for summer,” according to a press statement released today.
“Summer is all about outdoor cookouts and get-togethers, which means plenty of Miller Time,” says Anne Pando, Director of Marketing for Miller Lite. “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.”
The Beercoal is being sold on a direct-to-consumer website in celebration of Memorial Day (5/30/2022), which is said to kick off the summer when beer sales peak.