People need to hold out for a bit more:
Apparently the marketing folks at Miller encountered some semblance of self-awareness. They shunned the major sports sponsorship – Bud Light already holds the NBA and MLB official sponsorship, and will inherit the NFL's next year – to cast their sponsorship dollars in a more intimate direction: yours. Miller High Life is becoming the "Official Beer of You." All you have to do to score an endorsement is sign the... contract [and] you'll get a $1 signing bonus. Pretty cool.
Man, that's lame. Screams of intern. It could have been done so much better. Think about it. Take all the one dollar bills and give them to a few real beer fans... even fans like me who actually like Miller High Life on a summer evening in a small town at the ball park. Not Miller Lite. Not Miller Genuine Draft. But I like High Life. Or Utica Club. I'd accept a Utica Club sponsorship backed by a reasonable amount of funding. Bernardus Abt 12? Sure, but who'd get it? How would it expand their marketplace? It wouldn't. No, beer fan sponsorships needs to be about American beer like Genny or Narragansett. Boy, would I accept a reasonably large amount of money to be sponsored by Narragansett. In a heartbeat. Right now. Let's go.
But no, that's not the way it works. They spread it thin on the off chance it goes viral. It won't. I would... sure, for a reasonably large amount of money... but I would. I really would go viral. I am sure I would. And isn't that what really counts?