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(J Balvin: courtesy Miller Lite)
With a focus on continuing to attract young-end Latino beer fans, Miller Lite and platinum-selling music superstar J Balvin have renewed their partnership for a second year.
Miller Lite’s partnership with J Balvin, whose real name is Jose Alvaro Osorio Balvin, is part of the company’s biggest-ever marketing effort targeting Latino drinkers, America’s fastest growing demographic.
To mark the 2023 partnership, Miller Lite and J Balvin are introducing J Balvin’s Tab, a program where 21+ consumers can enter for a chance to have their bar tab covered by the musician. Starting March 1st – April 30th, they will be giving away up to 10,000 beers per week as well as the chance to win other prizes like signed merch.”
But that’s just the beginning of a campaign that is also looking to support Latino business…
As part of this initiative Miller Lite is bringing back its J Balvin-inspired aluminum pint, which has been given a colorful makeover that includes his signature lightning bolt.
(Courtesy Miller Lite)
A portion of proceeds from the J Balvin pint, which will be in market for a limited time starting in March, proceed from the sale of these pints will be donated to the Accion Opportunity Fund, which supports Latino businesses. The program will donate up to $150,000 to provide funding for as many as 50 Latino-owned businesses across the US.
To date, the partnership has yielded about $275,000 for the organization through sales of the J Balvin-inspired pints, as well as the special line of bodega streetwear J Balvin and Miller Lite released last year.
“From the very beginning, we have shared J Balvin’s love for real moments and creating a positive impact, whether that’s with friends and family or the Latino community nationwide,” Elizabeth Hitch, senior director for Miller Lite told Beer & Beyond. “In our latest collab, we have the same mission – making more moments taste like Miller Time while also giving back.”
“I’m excited Miller Lite and I could collaborate again to not only bring some new cool can art to shelves but also make a real impact in the Latino community,” said Balvin. “So many Latino businesses were devastated over the past few years, and I’m glad Miller Lite was excited to team up and give them a boost. So pick up some Miller Lite because the next round’s on me!”
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(All image credits: Miller Lite)
