Beverage Industry

Miller Lite sponsors ‘Beersgiving’ celebrations

November 13, 2012

According to a study by Kelton Research on behalf of Miller Lite, more than half of Americans gather with friends or family the night before Thanksgiving. This year, Chicago-based MillerCoors' Miller Lite brand is sponsoring some of those get-togethers by giving away $50,000 toward what it's calling "Beersgiving" celebrations.

Fans of legal drinking age can enter on Miller Lite's Facebook page starting at 1 p.m. Eastern Standard Time on Tues., Nov. 13, to receive one of 2,000 $25 gift cards so they can enjoy a Beersgiving Miller Time with their friends. The gift cards will be mailed to the first 2,000 eligible entrants.

The concept of Beersgiving was founded upon the spirit of reconnecting with friends, which is how 80 million Americans age 21 and older spend the night before Thanksgiving, according to the survey. Close to half of the consumers surveyed say they look forward to Beersgiving because it is a great night to catch up with people they don't see as often as they'd like to, Kelton Research reports. Plus, the most popular beverage choice of the night is beer, with one-third of drinkers toasting their friendships over a brew that night, it says.

"Thanksgiving Eve has long been a night when friends reconnect over a beer, so we want to say thanks by sponsoring their Beersgiving celebrations," said Ryan Reis, Miller Lite senior director of marketing, in a statement. "Whether it's the group of friends you grew up with or a buddy who now lives across the country, getting together, having a beer or two and sharing memories while creating new ones is what Miller Time is all about."