Kingsford, a leader in charcoal grilling, has announced the return of its innovative Beercoal product—charcoal briquets infused with real Miller Lite beer—in a renewed partnership with the iconic beer brand. For the first time, the limited-edition product will be available at retailers across the United States.
Originally launched in 2022, Beercoal sold out quickly in its previous limited releases, prompting high consumer demand for a comeback. The 2024 rollout not only marks its broader retail availability but also represents a strategic expansion of both brands’ market influence during the peak grilling season.
A Flavor-Focused Collaboration
The partnership between Kingsford and Miller Lite was born from a shared appreciation for flavor, social connection, and seasonal traditions. Data from previous campaigns revealed that Miller Lite consumers are nearly four times more likely to purchase charcoal than non-consumers. Moreover, Miller Lite holds the top spot among domestic beers purchased alongside Kingsford charcoal.
With these insights in hand, the companies recognized a compelling opportunity to combine Kingsford’s grilling legacy with Miller Lite’s in-store retail presence. The goal: to enhance both the sensory experience of grilling and the appeal of cookouts for beer lovers nationwide.
Strategic Timing to Maximize Impact
The launch of Beercoal aligns with Kingsford’s IGNITE strategy, which emphasizes growth through innovation and consumer engagement. The timing is deliberate, coinciding with Memorial Day—one of the most significant grilling holidays of the year. According to industry data, 41% of consumers plan to grill during the holiday weekend, while 46% purchase alcoholic beverages, with beer leading the category.
Launching Beercoal in early May provides consumers ample time to prepare for summer festivities, with both flavor and tradition at the forefront.
Comprehensive Marketing Support
To amplify awareness, Kingsford and Miller Lite are deploying a robust, integrated marketing campaign.
Key elements include:
- National media exposure through video content and influencer partnerships.
- PR placements in major lifestyle publications such as Food & Wine and Parade.
- Targeted retail media to drive in-store traffic.
- A nationwide rebate program incentivizing joint purchases of Kingsford and Miller Lite products.
With this multi-channel campaign, both brands aim to deliver more than just a product—they are offering a full-flavor experience that celebrates the start of summer.
Beercoal will be available for a limited time while supplies last.
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