Firing up summer with Kingsford-Miller Lite partnership
By Rebecca Hale, Associate Director, Marketing, and Katy Schumacher, Brand Experience Lead
As the leader in charcoal grilling, we at Kingsford are always on the lookout for ways to elevate the experience for our consumers. Our latest partnership sets a new bar for us. We’ve teamed up once again with Miller Lite to bring back Beercoal — charcoal briquets made with real beer.
This isn’t just a novelty. It’s a bold innovation that combines the performance of Kingsford Original Charcoal with the flavor of Miller Lite. After selling out in record time in 2022 and 2023, Beercoal is back by popular demand. And for the first time ever, it’s available at retailers nationwide for a limited time.
Why Beercoal just makes sense
Grilling and beer go hand in hand. That simple insight, along with our shared love of flavor and bringing people together, sparked this collaboration. We found that Miller Lite buyers are nearly four times more likely to buy charcoal than non-buyers. In fact, Miller Lite is the No. 1 domestic beer brand purchased alongside Kingsford. So, joining forces was a natural fit. With Molson Coors’ strong in-store presence at key retailers, we were able to unlock position in unexpected places. Along with our grilling legacy, we saw an opportunity to inspire beer lovers and grillers alike to fire up the grill this season.
A strategic move that supports our bigger vision
This partnership isn’t just about fun — it’s a strategic business move that aligns with our IGNITE strategy to fuel growth and innovate experiences. Beercoal lets us amplify the biggest grilling moments of the year, starting with Memorial Day, when 41% of consumers are grilling and 46% are purchasing alcoholic beverages, with beer the top choice. Launching in early May gives everyone plenty of time to stock up and get ready for summer.
Backed by a marketing push
To ensure Beercoal gets the spotlight it deserves, we’re rolling out a fully integrated marketing campaign, including:
- National media support with video and influencer content in collaboration with Miller Lite.
- PR outreach with feature stories secured in Food & Wine and Parade.
- High-impact retail media to drive shoppers to local stores.
- A nationwide rebate program to encourage joint Kingsford and Miller Lite purchases.
With the unofficial start of summer, we’re ready to deliver an experience for our consumers where they’re not just firing up the grill but also firing up the flavor.