Miller Brewing Company and parent company Molson Coors is offering a new way for Miller Lite lovers to enjoy the taste of their beer. Miller Brewing announced Monday the creation of a beer-infused charcoal dubbed Miller Lite Beercoal.
To bring real beer flavor to the grill, actual Miller Lite is reduced down into a concentrated form which then coats Miller Lite Beercoal with the taste of the original light beer. When burned, the charcoal releases the flavor of Miller Lite that is absorbed by food on the grill.
“Summer is all about outdoor cookouts and get-togethers, which means plenty of Miller time,” said Anne Pando, director of marketing for Miller Lite. “Summer is also beer season, and as a light beer known for great taste, it only made sense to pair Miller Lite with the distinct and beloved flavor grilling offers. We see Miller Lite Beercoal as the perfect way to kick-off a season-long celebration of beer, grilling and hanging out with friends and family.”
Miller is not the first company to get in on the trend of charcoal infused with flavors. This past March, Oakland, California-based Kingsford announced a line of three flavor boosters to be used in charcoal grills.
Miller Lite Beercoal comes in 4-pound packs and is made to be used in a standard charcoal grill. It will become available online starting May 24 while supplies last.