Dive Brief:

• Miller Lite unveiled a Christmas Tree Keg Stand as the newest addition to its holiday merchandise lineup, according to a press release. The stands are large enough to fit around a quarter-barrel keg and are designed to make it look as if beer is being poured from the tree.
• The keg stands were inspired by the success of Miller Lite’s ornaments, “Beernaments,” which debuted last year and look much like a traditional ornament but serve as a vessel for beer. The Molson Coors brand’s holiday collection will again include the beer ornaments and a festive line of knitwear.
• The tree stands, which go on sale starting Nov. 10 for $49.99, and other festive products follow the brewer’s strategy of creative branded merchandise and arrive as the brand looks to maintain momentum following a successful third quarter. 

Dive Insight:

Though Thanksgiving is still weeks away, holiday marketing is in full swing. Miller Lite’s expanded holiday collection of novelty products reflects how the light beer brand is continuing its attempt to move beyond just a beer brand into a lifestyle one. The tree stands, which are adorned with the Miller Lite logo, are the latest in a long line of holiday-themed products that have proven to be a success point for the brand, often selling out soon after release.

The tree stands are intended to pair with the previously released Beernaments, which were a line of limited-edition drinkable ornaments. This season, the Beernaments are back, however, the size has been increased to fit a standard 12-ounce can and inventory has been expanded. With the tree stands, consumers will be able to pour beer straight into ornaments from their tree.

“It’s playing off the success of Beernaments, making beer part of the holiday,” said Sarah Showak, associate marketing manager for Miller Lite, in a press statement. “Miller Lite stands for great taste and celebrating with people. The Keg Stand brings beer front and center to some of the year’s most special moments.”

The product line also helps the light beer brand stay relevant at a time of year when liquor sales tend to increase, which often negatively affects beer sales, the release details. The humorous tree stand and knitwear line may inspire consumers to keep Miller Lite stocked during the holiday season, especially as holiday parties return after several years of pandemic interference. Additionally, the Beernaments will be featured through in-store displays, which may inspire shoppers to give them as presents.

The festive product rollout follows a strong third quarter for Molson Coors, with net sales increasing 4%. Miller Lite put on a particularly strong performance, growing in brand volume along with sister brand Coors Banquet. Additionally, Coors Light, Miller Lite and Coors Banquet combined grew over a full share point of the premium beer category.