Miller Lite, J Balvin Renew Ties; Sweeps to Cover Bar Tab

For the second year, J Balvin, the music superstar, is working with Miller Lite.  This year, the partnership's sweepstakes will give away up to 10,000 free beers a week through April 30 as well as other prizes including signed merchandise.

Also, Miller Lite is bringing back its J Balvin-inspired aluminum pint, which has been given a colorful makeover that includes his signature lightning bolt. A portion of proceeds from the J Balvin pint, which will be in market for a limited time starting in March, proceed from the sale of these pints will be donated to the Accion Opportunity Fund, which supports Latino businesses.

The program will donate up to $150,000 to provide funding for as many as 50 Latino-owned businesses across the U.S. To date, the partnership has yielded about $275,000 for the organization through sales of the J Balvin-inspired pints, as well as the line of “bodega wear” J Balvin and Miller Lite released last year.

After it introduced J Balvin pints last spring, Miller Lite saw sales among Latino drinkers grow more than two points through 13 weeks that ended Jan. 1, according to IRI multi-outlet and convenience data.