‘Better together’: Miller Lite, Luke Combs reignite close ties as tour kicks off2

From Miller Coors & Alex Parker:

Country superstar Luke Combs has never been shy about sharing his love for Miller Lite, whether he’s enjoying it onstage or writing songs inspired by the beer.

Now the GRAMMY® award winner known for songs like “Beer Never Broke My Heart” and his cover of “Fast Car” is renewing his partnership with Miller Lite as he kicks off his North American tour – Miller Lite is the tour’s official beer partner – with plenty of opportunities for legal-age fans to win a chance to see him perform.

THE BIG PICTURE

Combs is one of the biggest country music stars around, selling out stadiums around the country and regularly drinking a Miller Lite while he performs.

• “He’s the most genuine brand fan we could have asked for, and we’re excited to share his love for Miller Lite with consumers this summer,” says Jamie Rubinstein, associate marketing manager for Miller Lite. “If you’re a fan of Luke Combs, you’re probably a fan of Miller Lite. We’ve got great plans around this partnership this summer.” 

ZOOM IN

That starts with packaging. For the second year in a row, Miller Lite is releasing 16-oz cans featuring a custom Luke Combs design, along with thematic secondary packaging. The cans showcase a guitar headstock wrapped in a banner that references Combs’ hit song “Beer Never Broke My Heart.” 

• Additionally, the brand released retail display tools featuring a larger-than-life Combs to catch shoppers’ eyes.

“Last year’s limited-edition Luke Combs cans did really well for us. Plus, we got great feedback that they worked well with our Americana displays, so we’re looking forward to seeing how this year’s cans come to life at retail this summer,” Rubenstein says. 

• The thematic packs come as Miller Lite continues to roar in the new year, gaining more than half a point of dollar share of total beer in the 13 weeks that ended April 7, according to Circana multi-outlet and convenience store data. In that same period, Miller Lite rose 0.68 points of volume share.

• The brand has also increased its share of displays and features, according to Circana.

Miller Lite on tour

Combs’ North American tour kicked off last week in Milwaukee – after he had a chance to tour the Miller brewery, experience the historic Miller caves and dine at the Miller Inn – and Miller Lite will have a heavy presence throughout the tour.

Not only is Miller Lite the exclusive beer partner of the tour, the brand is giving legal-age fans a chance to see Combs perform in person. Starting Wednesday, April 17, Miller Lite is selling a limited number of Luke Combs Tour Trucker Hats, available online for $19.99. Each fan who purchases a hat is automatically entered in a contest to win tickets to see Combs at a summer show of their choosing.

Additionally, a grand prize winner will be sent to Florida for Combs’ exclusive Bootleggers Festival.

THE BOTTOM LINE

Miller Lite’s partnership with Combs is coming as the brand continues its momentum into the key summer selling season, giving legal-age country fans a chance to see their favorite singer prominently featured alongside his favorite beer.

Having arguably country music’s biggest star aligned with the brand is certainly a coup for Miller Lite, but the fact that Combs is a longtime and vocal fan makes the partnership even more meaningful, Rubenstein says.

“It’s a match made in heaven,” she says. “To quote Luke, ‘some things just go better together and probably always will.’”