Miller Lite's 'Beer Bond' Is a Framed Certificate Good for One Beer in 2043

By Brendan Menapace

A lot of new parents look to the future while their kids are young. They think about the milestones of tomorrow, and what that day will be like—learning to drive, high school graduation or, what Miller Lite is banking on: that first beer shared between a dad and his kid.

For Father's Day, Miller Lite created the "Beer Bond," a certificate good for one Miller Lite, redeemable in 2043 or later.

"Dads are some of our favorite people to celebrate, especially on Father's Day, and we wanted to make sure the initiation of those soon-to-be dads was done in a way that they would appreciate," Elizabeth Hitch, senior director of marketing for Miller Lite, said in a press release.

Looking for the perfect gift to celebrate new or expecting dads like me? Look no further than the @MillerLite Beer Registry! It’s packed with different beer options & the exclusive Miller Lite Beer Bond! New dads can sign up for their own registry at https://t.co/XuTHSdRp1f. pic.twitter.com/by3lByWhD8

— Luke Combs 🎤 (@lukecombs) June 13, 2022

The promo also includes a "Beer Registry" where dads can add Miller Lite products to a wish list that friends and family can use to pick out the perfect Father's Day present. It's a like the gift registry for a baby shower or wedding, only it's all beer.

Miller Lite has been producing a steady stream of genius promotional products, like beer-infused charcoal, Christmas ornaments you can drink beer out of, and the "Shoezie," its last Father's Day promo. This time, the brand is combining traditional and contemporary by embracing the exclusive drop model with daily availability and a physical printed product.

It has all of the flash and hype of a 21st century promotion with the staying power and touch of a sign or plaque.

It's also a lot more sanitary than, say, gifting a can of Miller Lite and letting it sit for 21 years until the recipient's birthday. We're pretty sure it'd get skunky by then.