Dive Brief:

• Miller Lite unveiled limited-edition Beer Drops to celebrate the upcoming National Beer Day on April 7, according to a press release. The liquid drops by the Molson Coors brand can be added to other light beers to "enhance flavor." The product will retail for $4.07 on Miller Lite's website starting April 6.
• Two new 15-second ads support the Beer Drops, highlighting that light beer is not meant to taste like water. The commercials will air during the NCAA college basketball championship and on digital and social platforms. The campaign will also include media buys promoting Miller Lite across TV, digital video, out-of-home (OOH), podcasts, radio, influencer deals and a localized effort to bring custom "Miller Time" assets to select cities.
• Miller Lite's move to sell beer-enhancing drops is an apparent jab at competitors like Bud Light and Michelob Ultra, both owned by Anheuser-Busch InBev.

Dive Insight:

Miller Lite has long made flavor a central part of its advertising. The brand argues its beer boasts more flavor than larger competitors like Bud Light and Michelob Ultra. This approach has been especially poignant as many consumers argue that light beer in general — and Miller Lite specifically — tastes like water. The Molson Coors brew has long fought this preconception, going so far as to state that not only is the beer delicious, it has much more flavor than lower-calorie alternatives.

Now, the brand is taking that approach to the next level, creating a liquid product that makes other light beers taste like Miller Lite.

"One thing we know to be true, Miller Lite lovers absolutely love the taste of beer," Sofia Colucci, global vice president of the Miller family of brands, said in a press release. "We see Beer Drops as a fun yet competitive extension of our new campaign to highlight what sets us apart. National Beer Day is the perfect moment to celebrate the great taste that has made Miller Lite special since 1975."

The campaign and its media buys could help Miller Lite capitalize on the immense popularity of March Madness. Views for the first two rounds of the college basketball tournament were up 12% this year, averaging 9 million views per time slot, according to CBS and Turner. Duke's recent win over Michigan State pulled in 11 million viewers, further suggesting Miller Lite could snag significant consumer attention with placements during the rest of the tournament.

Miller Lite has been a long-time sponsor of sports. The beer brand has attempted to integrate itself into the sports landscape and has recently jumped on esports sponsorships, with a renewed and broadened partnership with Complexity Gaming, the sister esports team to the Dallas Cowboys. The brand's most recent campaign around National Beer Day is a creative way to merge Miller Lite's emphasis on flavor with its longstanding sports association.