Miller Lite's Metaverse Bar Gets Holiday Makeover

Molson Coors’ Miller Lite is again leveraging TerraZero Technologies, a vertically integrated metaverse tech company, to give the beer brand’s "Meta Lite Bar" a festive makeover for the holidays.

The virtual experience, which went live on Decentraland on Dec. 19, is Miller Lite and TerraZero’s fourth activation in the metaverse this year, according to a news release. As part of the revamp, the bar is offering visitors two exclusive avatar wearables for users who complete a special collection quest at the bar.

In addition, Miller Lite is also hosting a sweepstakes awarding beer money and holiday prizes, including the popular Beernaments, from Nov. 1 through Dec. 31. Administered by Michigan-based Clarus Commerce, consumers can enter by scanning QR codes found on product packaging, print materials or a dedicated landing page (MillerLiteHoliday.com).

Miller Lite’s Beernaments first launched and sold out last year during the holiday season. The brand brought back the popular Beernaments this year ahead of the holidays along with a new offering: a branded Christmas tree keg stand ornament. Made available online on Nov. 10, the limited-edition keg stand ($49.99) and the original Beernaments have again sold out for the season.