Miller Lite Expands Holiday Wearables Offering

I have to say, the knit socks and slippers are adorable.  As for the sweater vest, it’s bright and cheerful.

These are just some of the holiday wearables Miller Lite is offering consumers this season.

This is hands down one of Miller Lite’s favorite annual programs, and each year we refresh our design and add new items to keep the program interesting,” says Allison Wallin, marketing manager for Miller Lite. “This year, we’re especially excited about the program’s evolution because it will help us bring ‘It’s Miller Time’ to life during the holiday season. Our holiday sweater is a symbol of Miller Time, and wearing one means you’re confident and comfortable being yourself and connecting with family and friends over a beer.”

The brand this year also is extending its holiday program to its packaging. Aluminum pints of Miller Lite and its packaging will carry the knitwear theme, with the Lite logo and “It’s Miller Time” slogan accompanied by holiday trees, reindeer and snowflakes – all of which look like they’ve been cross-stitched into the brand’s white cans. The 16-ounce pints, which began rolling into retail stores late last month, are expected to be available through the end of the year in nine-packs, 15-packs and 24-packs.

The pints, along with plastic stadium cups in select bars and restaurants, will have a unique Snapchat code that legal-age drinkers can use to enter a promotion in which Miller Lite will give away some 10,000 knitwear items nationally over the next two months, where legal. Consumers also can enter in the promotion at mluglysweater.com for a chance to win.

The campaign is aimed at reminding consumers and retailers that beer, and Miller Lite in particular, is relevant during a season when wine and spirits get a larger-than-normal share of feature and display activity, Wallin says. “Our goal is to win our fair share and then some in both on- and off-premise accounts and connect with consumers in a memorable way.”

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