Dearly Beer-Loved: Why Miller Lite Is Helping People Get Married

What does a beer brand do when they hear about the ongoing shortage of people qualified to officiate weddings? Create a marketing promotion to help anyone get licensed as an officiant (and collect your data in the process), of course! This case study in “stuntism marketing” from the so-called “Champagne of Beers” probably even makes sense for the brand too.

Unfortunately, my attempt to get the “exclusive Officiants of High Life package” failed because apparently my home state of Virginia allows a random person with an occasional interest in beer and no other qualifications to officiate a wedding, but not enjoy free beer sent from Miller. At least I got a kick out of the “dearly beer-loved” tagline. If I did officiate a wedding, I’d probably use that one. I still might ... since I am now officially licensed to do it.