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(J Balvin: Courtsey Miller Lite)
Miller Lite’s pints are getting an dynamic makeover this spring as part of the brand’s biggest push ever to court Latino drinkers. A push which involves one of the biggest Latino artists in the world.
Here’s the deal…
Miller Lite has partnered with global music superstar J Balvin. And as part of this ongoing alliance with the best-selling reggaeton artist, whose real name is Jose Alvaro Osorio Balvin, is trading in its iconic navy blue stylized “Lite” logo in favor of flashy colors and J Balvin’s signature lightning bolt on its aluminum pints nationwide starting this month.
Supporting Miller Lite’s “Es Jose Time” campaign the colorful aluminum pints, which J Balvin designed himself, will be in market through April.
But that’s not all…
Starting now and running through April 15, Miller Lite and J Balvin fans can scan the QR code on these exclusive pints (or visit EsJoseTime.com) to enter for a chance to win* this ultimate ‘Es Jose Time’ package.
(Courtesy Miller Lite)
The winner will get a virtual meet-and-greet with Jose and will get to see a different side of the global superstar, along with a year’s supply of the special edition Miller Lite, so they can enjoy “Jose Time” all year long.
“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,” said J Balvin. “I’m proud to be working with a legendary beer like Miller Lite, and I appreciate that they embrace me for who I am.”
Even though Latinos comprise some 20% of the US population, the Latino market has long been under-served by in mainstream beer marketing. And with that figure poised to double by 2060 Miller Lite is getting more serious in its outreach. Latino beer drinkers spend more of their alcohol beverage dollars on beer than other ethnic groups, at 43.4%, according to Nielsen.
“J Balvin is one of the most iconic Latinos in the world. To have him showcase Miller Lite in his daily life is really powerful. It shows Miller Lite is part of culture,” Sarah Irizarry, marketing manager for Miller Lite told Beer & Beyond, noting that the brand is sponsoring J Balvin’s upcoming North American tour, kicking off in April.
“And while J Balvin is an obvious choice to better reach Latino drinkers, he has great crossover appeal,” Irizarry added.“The reality is, ‘Es Jose Time’ has an opportunity to meet all consumers. “You can’t help but stop and look at these cans. They’re amazing.”
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