(Courtesy Miller Lite)

Megastar musical artist J Balvin will get his own signature beer can celebrating a new alliance with Miller Lite…

Here’s the deal…

The best-selling reggaeton artist, whose real name is Jose Alvaro Osorio Balvin, is partnering with Miller Lite to showcase his off-stage persona, a take on Miller Time they’re calling “Es Jose Time.”

The partnership, which kicked off on August 10 with the release of limited-edition J Balvin Miller Lite can, is being supported by a barrage of digital, social and out-of-home media, which adds to the brands broader campaign of encouraging human connections among over a cold beer.

It also seeks to broaden Miller Lite’s connection with Latino drinkers, a critical demographic for beer producers (craft and mass-market) amid continued population shifts in the United States.

The singer, whose partnership with Miller Lite will also be broadcast in English and Spanish on TV and via online video, is known for giving his 100 million-plus social media followers around the globe a peek at his life out of the limelight, where he sheds his on-stage persona and becomes Jose.

(Courtesy Miller Lite)

“What I love about my partnership with Miller Lite is how we are showing my human side,” J Balvin told Beer & Beyond…

 “At the end of the day, I’m José, a guy who loves spending time with his close friends, and ‘Es José Time’ shows just that. I’m proud to be working with a legendary beer like Miller Lite, and I appreciate that they embrace me for who I am. Plus, I think it’s beautiful to see my name on the can.”

To mark the occasion, Miller Lite giving fans the chance to win a limited-edition promotional can featuring the Colombian musician’s signature colorful aesthetic and lightning bolt logo and Jose Time swag.

But this partnership is than just more than just a megastar tie-in. It’s also about making a difference in the Latino community: And as part of that Miller Lite is donating $50,000 to Accion Opportunity Fund, to support bodegas, corner stores and other similar Latino-owned businesses.

Miller Lite’s work with J Balvin is only the brand’s latest overture to the Latino community. For the 17th year, Miller Lite is partnering with the Hispanic Association of Colleges and Universities to offer scholarships to deserving students.