Big Beer Brands Play Football

, Big Beer Brands Play Football

Molson Coors’ two biggest brands, Coors Light and Miller Lite are looking to football season with a full slate of tie-ins you won’t be able to avoid.

Here’s the deal…

, Big Beer Brands Play FootballWith much of the nation reopening again, and sheltering-in-place addled beer lovers flocking to bars and restaurants again, both Coors Light and Miller Lite posted big gains last quarter.

And now with the summer months waning both Miller Lite and Coors Light are looking to keep that winning streak going with a full slate of football promotions aimed at younger beer consumers.

Coors Light is continuing its relationship with renowned football commentator Kirk Herbstreit, but is also taking aim at the important 21-34 demographic with a new relationship with Barstool Sports’ popular podcast, “Pardon My Take.”

“We’re incredibly excited for college football this year,” Chris Steele, director of activation for Coors Light told Beer & Beyond. “We have solid programming for our core consumer and are finding a new way to connect with younger legal-age drinkers, too.”

Miller Lite is all about football season as well. . In addition to its partnerships with 17 pro teams, Miller Lite is doubling its ad spend in the fantasy football and sports betting arenas, inking deals with ESPN and Draft Kings.

“We have a lot of pieces in place to make sure Miller Lite builds on the success of this summer,” says Anne Pando, director of activation for Miller Lite….

, Big Beer Brands Play Football“With ESPN and Draft Kings, we’re tapping into the behaviors that consumers have during football season and making sure Miller Lite is part of those Miller Time moments with fans, when you are with your friends, sharing raw intimate moments, watching the game you love,”

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