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The sharing economy has arrived in the US what with bike shares, ride shares and even private backyard pools you can rent when you want.
But a grill share? We think that’s a first…
With summer waning Miller Lite has decided to go all in on the concept, giving legal-age consumers in Chicago and New York the chance to throw hot dogs and kebobs on grills designed to look like cans of Miller Lite.
“Few things go better together than Miller Lite and grilling, and there’s no better time to grill than summer,” Eric Wolfe, marketing manager for Miller Lite told Beer & Beyond. “Miller Lite’s Grill Share is designed to bring friends and family together in a really fun and unique way to celebrate Miller Time.”
(Courtesy Miller Lite)
Starting Aug. 11, grill masters in Chicago and New York can jump online and register for the opportunity to use these specially designed grills for use on Aug. 12 and 13.
Those who reserve one of the eight Char-Broil grills – available in two four-hour time slots – will also receive a Miller Lite-branded spatula and apron, as well as a $25 voucher to purchase food, charcoal and fluid, or, naturally, Miller Lite.
And for those who aren’t able to reserve a grill, Miller Lite has launched a nationwide sweepstakes where you can win one of the 12 Miller Lite charcoal grills.
The Grill Share program is the third installment of Miller Lite’s “Summer Loves Beer” campaign, which kicked off in May with the brand debuting Miller Lite-infused charcoal, aka Beercoal. In June, it celebrated Father’s Day by introducing the first-ever beer registry for new dads.
Miller Lite’s been on a hot streak of its own this summer, growing both dollar and volume share across the board according to recent IRI multi-outlet and convenience store data.
“Miller Lite is made for moments like this. Summer’s not over yet and we hope with Grill Share, drinkers can spend the last few weeks of the season the way it’s meant to be enjoyed,” Wolfe added.” “When we say ‘Summer Loves Beer,’ it’s more than just a slogan.”
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