Miller Lite to ‘Make the Season Lite’ with robust holiday program

From Miller & Nick Kindelsperger, 

Miller Lite knows how hectic the holiday season can get. That’s why it’s hoping to remind consumers to “Make the Season Lite” by increasing the amount of holiday-themed programming this year.

“We started with insights that holiday expectations are always getting in the way of allowing our consumers to enjoy the festive comfort that they actually want,” says associate marketing manager Chris Reith. “With ‘Make the Season Lite’ it’s all about making it easy for our consumers to get the beer they love and enjoy the holidays.”

To do that, Miller Lite is packing the season with programing, including the return of a fan-favorite holiday commercial, the release of a YuleLager, a fireplace-inspired beer tower, and a sweepstakes.

Reith notes that while the brand’s fans are always attracted to the holiday-themed promotions, there’s solid data for the push. 

“Last year, premium lights were the No. 1 trip driver in total US food, and Miller Lite was the No. 2 trip driver of all beer brands during the holidays,” says Reith, citing a Circana Receipt Panel for the 13 weeks ending Dec. 13, 2023.   

Bottles of Holly

For its first holiday-themed TV spot in years, Miller Lite decided to bring back its beloved “Bottles of Holly” commercial. The spot features someone delicately playing “Deck the Halls” by tapping ice cold bottles of Miller Lite.

“This is a fan favorite that first aired in 2018,” says Reith. “It tested really well, and we’re so excited to have a holiday-themed TV spot during this time.” 

The ad aired last week during Sunday night football and will continue running in live NFL games through the end of the year. 

The YuleLager

Making its debut this year is the Miller Lite YuleLager, which Reith describes as the brand giving the “classic yule log a Miller Time twist.” 

Inspired by a traditional fireplace, this portable unit features a “BeerBlaze” LED screen that displays a crackling fire overlayed with beer bubbling in the background. It also has an insulated and cooled beer tower with a tap handle, so you can pour a pint of Miller Lite in the comfort of your own home.  

The Miller Lite YuleLager is available for $250. Only 50 of the limited-edition items are being made, and they’ll be released during two drops, occurring on November 22 and 29. You can learn more by following Miller’s Lite social media pages.

Making the Season Lite

Miller Lite will be showing up big at retail and in the on-premise, with holiday-themed point-of-sale pieces. 

All of this will help get the word out for Miller Lite’s “Make the Season Lite” sweepstakes where 21+ consumers can win Venmo payments, which they can use for beer and branded knitwear, like sweaters and hats. 

To enter, 21+ consumers can scan the QR codes found at retail and on-premise locations or by visiting this site. The Beercracker is also returning, but unlike last year, the Miller Lite-themed nutcracker will only be available via local activations.

There’s still plenty to find at Miller Lite’s holiday store for 21+ consumers. It’s already stocked with branded items, from knitwear, robes and slippers to Beernaments (which can actually hold beer) and beer-themed ornaments (which can’t). Legal-drinking age consumers can click here to see the whole collection.

With a mix of new items and favorites from the past, the brand has more ways than ever to catch people’s attention during the busy time.   

“There’s no doubt that Miller Lite has a lot going on this year,” says Reith. “Now it’s easier than ever for a Miller Time break during the holidays.”