Molson Coors launches ‘beer drops’ to make other beers taste like Miller Lite

Molson Coors has launched beer drops as part of a new campaign, debuting in time for US National Beer Day on 7 April, to make lighter beers taste more like Miller Lite.

“Miller Lite is the only light beer for people who love the taste of beer. When you think about the history of Miller Lite, it’s always stood for taste,” says Sofia Colucci, vice president of marketing for the Miller family of brands.

Colucci says the new campaign establishes Miller Lite as the light beer for beer drinkers, firmly focused on taste and not distracted by things like hard seltzer and brand extensions.

But the new Molson Coors beer campaign is also a dig to other light beer brands.

To mark National Beer Day, Miller Lite is releasing its new Beer Drops, beer-flavoured concentrated flavour enhancers that drinkers can add to their beer for added taste.

“If, by any chance, you made the unfortunate choice of picking up one of those watery beers or you don’t have a Miller Lite nearby, you can add in these flavour-enhancing liquid Beer Drops,” says Colucci.

Alongside the release of the flavour drops, the brand is also launching a new ad campaign with the tagline “light beer shouldn’t taste like water. It should taste like beer”.

In one ad, a cyclist can be seen riding his bike up a hill, before pouring an “extremely light beer” over his face to cool down, much as you would a bottle of water.

“With this new campaign, we are championing beer. Taste isn’t just a function, it’s a feeling. That first sip of beer can transport you to Miller Time, where you want to kick back and be with friends,” Colucci said. “As other brands go into places that dilute beer or introduce off-the-wall flavors, we stand for beer. Miller Lite is going to own what we stand for.”

The Beer Drops, which the brand says are “expert tested and formulated,” are available online for $4.07 – a nod to National Beer Day on April 7.