• by Teresa Buyikian , 7 hours ago

Beer at backyard summer BBQs is a given, but Miller Lite’s latest collab put the beer IN the BBQ as well.

The beer brand has teamed up with maker of charcoal briquets Kingsford to bring back Beercoal. The product is made with actual Miller Lite, reduced down to a concentrate that is then used to coat the charcoal. The Beercoal is designed with “more edges and signature grooves to catch the flame faster.” When burned, the charcoal “releases the taste of Miller Lite wrapping whatever you're grilling in a smokey beer blanket,” and delivers a “bold, smoky taste,” according to the brands.

"This partnership was born from a shared love of flavor and bringing people together -- and it's back because people couldn't get enough of it," said Mitchell O'Furey, head of marketing at Kingsford, in a press release. "

This isn’t the first time Beercoal has hit the market; the brands previously collaborated on the beer-infused briquets in 2022 and 2023, which were sold out in “record time” both years, according to Kingsford.

Both brands are relying heavily on social media to promote the collaboration. Short films, such as the one seen here, show the Beercoal in action on Instagram, and also appear on X, Meta and TikTok. The brands also tapped BBQ influencers such as @arnietex to create sponsored posts.

Available at retailers  -- including BevMo -- nationwide for a limited time, Beercoal can also be delivered through GoPuff and UberEats. A list of retailers is available on  Kingsford’s website. Prices range from $5-$15.  Bags of the beery briquets are also being resold on eBay, starting at $24.99.