• by Teresa Buyikian , Yesterday

Many a beer has been purchased for delivery via Instacart, but now Coors Light is adding music to the mix.

Earlier this month Coors Light launched Chill on Shuffle, a music platform featuring artists such as Lainey Wilson, Shaboozey, Yandel and Mt. Joy.

“Music is the ultimate amplifier of chill …. Chill on Shuffle ladders back to how Gen Z consumers live on shuffle and experience music in so many unique ways,”  Rachel Malseed, Coors Light associate marketing manager, told Marketing Daily via email. “Inspired by the insight that music services curate hyper-specific playlists, we wanted to create our own specific Coors Light experiences to deliver to our music partners’ biggest fans.”

The platform has recently joined with delivery giant Instacart on a new contest to give away merch and experiences from its artists. In the Instacart app, customers can search “Coors Light on Shuffle,” which then leads them to the “secret” landing page, where they can enter to win such music prizes as tickets to concerts of performers including Lainey Wilson, Shaboozey, Yandel and Mt. Joy as well as various summer music festivals; signed vinyl from the artists; custom bolo ties; karaoke speakers' and turntables.

“Chill on Shuffle is an extension of Coors Light’s broader ‘Choose Chill’ platform, which shows how refreshing it can be for people to embrace a chill mindset,” added Malseed. “The brand is providing its fans opportunities to experience chill no matter what kind of music they enjoy. …Coors Light is focused on everything from monocultural events, like the Big Game, to other moments in sports and music culture, to hyper-targeted digital channels."

No purchase is necessary to enter or win on Instacart. The contest is being promoted via Coors Light’s social media platforms as well as at CoorsLight.com/ChillonShuffle.