Miller Lite Debuts 'Beernaments'

Molson Coors’ Miller Lite is bringing a new twist to Christmas tree decorating this year with the launch of limited-edition "Beernaments," the brand’s first “drinkable” ornaments.

Limited quantities of Miller Lite’s Beernaments (priced at $19.75 for a six-pack) first became available on Beernaments.com on Dec. 7. Each day, through Dec. 16, the brand is making more six-packs available at varied times, according to the website. By midday Dec. 8, the Beernaments were already sold out for the day, pointing to popular demand.

For the launch of Beernaments, Miller Lite teamed up with actor and comedian Jimmy O Yang to star in and share a paid holiday video ad from his personal Instagram handle, promoting the branded ornaments while sipping from and hanging them on a tree. Miller Lite has also been taking to its social media accounts to promote its popular Christmas offering. 

Beernaments aren’t Miller Lite’s first stab at unconventional drinkware. Over the summer, the Boston beer giant partnered with shoemaker New Balance to launch the “Shoezie,” a shoe that doubled as a beer koozie. Before that, Miller Lite launched a “Cantenna,” a beer can with a built-in digital antenna designed to stream American football games ahead of the 2020 NFL season.

Calling himself a "longtime Miller Lite fan” and “first-time professional holiday decorator,” Yang said in the recent media release, “I'm very excited to help bring Beernaments to beer lovers, holiday enthusiasts and just generally joy to the world. Who wouldn't want to drink beer out of an ornament?"

The Beernaments were co-created by DDB Chicago, DDB San Francisco and Alma, and are designed to fit around 8-ounce Miller Lite cans. The six-packs come with a tab and hook to hang them on Christmas trees after they’ve been enjoyed.