Beernaments proved that while brands may face barriers beyond their control, they can still carve a space for themselves by thinking beyond the boundaries of their product. We thought outside the can and created a consumption moment for Miller Lite during the holidays, when typically only hard liquor and wine are invited to parties. We showed that the celebration only starts when Miller Lite walks in— the daily Beernaments drop sold out in less than 2 minutes during the program, contributing to the brand’s strongest monthly growth in 5 years. Beernaments were so successful they’re back in 2022.