Who among us hasn’t been decorating their Christmas tree and thought, “These handmade porcelain ornaments passed down through multiple generations of our family are nice and all, but I wish we had more ornaments I could drink beer out of”?
We’ve all been there. And Miller Lite knows it, which is why the brand just unveiled “Beernaments”—branded Christmas ornaments that hold an 8 oz. can of beer.
Available for a limited time on Miller Lite’s website, the Beernaments come in boxes of six. Each ornament features some festive Miller Lite holiday branding, as does the box itself. The ornaments are simple to use: Twist one open to insert the can, close it up, add a hook to the can’s tab and hang on the tree. (Just make sure you find a sturdy branch.)
“Simply assemble the Beernament and a group of friends to instantly transform Christmas time into Miller Time,” the item’s website listing reads. “Crack, drink and hang while you hang.”
The Miller Lite Beernament: a decorative holiday ornament you can drink from. And with 6 to a pack it’s the perfect reason to get together with friends to hang this holiday season. Get yours starting tomorrow, 12/7 at https://t.co/BTAmdpr5xd. pic.twitter.com/c7XsDOsPJS
— Miller Lite (@MillerLite) December 6, 2021
Miller Lite partnered with actor and comedian Jimmy O. Yang for the rollout, with Yang appearing in a video offering “holiday hacks” for tree decoration. (Arby’s did something similar for its french fry vodka release, launching recipe videos featuring celebrity chef Justin Sutherland.) The video component works well on social media, adding a digital element to the promo and leveraging Yang’s following.
The brand will release the ornaments in batches daily at varied times through Dec. 16. The latest batch is sold out.
“We know that people are looking forward to more intimate holiday celebrations this year, which means more Miller Time with close friends and loved ones,” said Sofia Colucci, global vice president of Miller family of brands. “Our Beernaments are not only hilarious, but a great way to keep the holidays bright for beer lovers everywhere, from drinks to décor.”
Believe it or not, this is not the first ordinary household object Miller Lite has turned into a vessel for beer. In June, the company released the “Shoezie,” a can cooler modeled after a shoe. (Specifically, a New Balance 624, for Father’s Day.) And the brand has not been afraid to get creative in its merchandising, with recent releases ranging from beer cans that work as TV antennas to candles that smell like dive bars.
Creative branded merchandise is proving to be a necessity for beer brands these days as their competitors continue upping the ante with increasingly weird and wonderful campaigns. Coors Light, for example, released weighted hoodies to cope with football anxiety, while Budweiser sold locking containers for Thanksgiving leftovers. Pabst Blue Ribbon literally paid people to decorate their homes in PBR merch.
For now, Beernaments give Miller Lite the holiday merch edge as we move deeper into December—at least until Anheuser-Busch releases Natty Ice flavored candy canes or something.
