Best Beer Promotions: Natural Light’s Lawnmower Lingerie
Best Beer Promotions: Natural Light’s Lawnmower Lingerie
(Courtesy Natural Light, produced by Cornett)
Introduced in 1977, Natural Light was Anheuser-Busch’s first reduced-calorie light beer, instantly becoming a hit at colleges across the nation.
In 1995, Natural Ice debuted, featuring a higher ABV that quickly made it America’s best-selling ice beer.
In 2008, Natural Light shocked the world, taking bronze at the World Beer Cup for “American-style light lager”. With that honor in pocket, Natural Light went into orbit in 2011, becoming the first beer in space.
And now, just in time for Valentine’s Day, “Natty Light” is introducing its latest lawn mowing innovation. Say hello to Natural Light’s “Lawngerie,” a lacy, silky protective cover to keep lawn care equipment looking extra sexy and ensure your equipment maintains its cutting edge.
Its uber-collectable because Natural Light only made one of these things…And they’re throwing in a NEW LAWN TRACTOR just to keep things sexy!
Starting on February 10 and running through Valentine’s Day 2026, Natty Light is inviting 21+ fans to follow the brand on Facebook, Instagram, or X, and comment on select posts using the hashtags #NattyLawngerie and #sweepstakes. And one lucky winner will walk away with the lingerie-clad mower cover and a brand-new lawn tractor to go with it.
As a brand that targets “grass whisperers and garage enthusiasts”, this isn’t the first time that Natty Light has celebrated its fans’ passion for lawn care. In January, the brand debuted the Treadmower – a first-of-its-kind turfed treadmill engineered to simulate the simple joy of mowing the lawn when the winter blues hit.
And last November, Natural Light launched the Garageflage collection which featured a head-to-toe camo pattern of the garage piled with push mowers so fans could hide out for the holidays with their favorite beer.
What makes all of these campaigns work is that Natural Light knows its audience. Everybody’s in on the joke.
Natural Light doesn’t ask consumers to take its brand seriously—it practically begs them not to. And in a crowded beer landscape, that ironic self-awareness might be Natty Light’s smartest move yet.
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Natural Light has run several fun promotions over the years, and no matter how you feel about the brand, you’ve got to admit they deserve huge props for targeting their core audience.
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