MillerCoors and the IPG Media Lab have unveiled Miller Lite On-Demand, a suite of connected home services that they say is designed to “modernize the beer shopping experience”.
The services include a voice-activated Amazon Alexa skill and a custom AWS (Amazon Web Services) IoT Button. Both will restock your fridge with Miller Lite within the hour. Fulfilment is being handled by Drizly, the online marketplace for shopping beer, wine and liquor in close to 40 markets across the US.
The services are the first in a series of new offerings from MillerCoors Incubator program, an initiative that gives brands like Miller Lite the runway to test new, innovative ways of engaging with consumers. Both solutions were designed and developed by The IPG Media Lab, IPG Mediabrands’ creative technology agency.
“Consumers are expecting a frictionless shopping experience across every area of their lives and we’re working to make it easier for legal drinking age consumers to get their hands on a beer through several testable areas,” said Brian Pokorny, MillerCoors’ senior manager of digital marketing and media. “Whether using their fingers or voices to order or reorder their household goods, we are excited to work with Amazon’s Voice and IoT services to bring beer into this consideration.”
The Miller Lite beer button will initially be available to a pre-selected group of 500 Drizly customers, while the Alexa skill will be available to all owners of Alexa devices including the Amazon Echo, Echo Dot, and Tap in the US. Alexa device owners can enable the skill by searching for ‘Miller Time’ in the Alexa skills store.