MillerCoors, IPG Create One-Button Ordering for Beer

Initial test for the Amazon Dash button will begin with 500 customers.

March 24, 2017

NEW YORK – MillerCoors and brand agency IPG are teaming up to bring one-hour beer delivery to consumers’ homes, reports MediaPost.com

The companies have partnered with on-demand alcohol delivery service, Drizly, to develop a branded Amazon Dash button for 500 customers, as well as an Amazon Alexa skill with the trigger phrase “Start Miller Time.”

MediaPost writes that the program, which is part of MillerCoors’ Digital Incubator initiative, is designed to test new ways to reduce consumer friction in purchasing products, according to Jorie Sax, associate marketing manager of the initiative. “As more and more purchases shift to e-commerce and on-demand services, ‘at shelf’ is increasingly the shelf in a refrigerator or cupboard and ‘on-premise’ is increasingly a couch,” Sax told the news source. “We were interested in the intersection between connected home and on-demand services to provide utility for Miller Lite fans.”

In addition to the 500 Amazon Dash “Beer Buttons,” the on-demand service can be accessed with any device that’s Alexa-enabled. “Using voice and pressing a button are the leading interfaces for the home and the first things we wanted to test,” Sax told the news source. “These frictionless methods of purchase are just going to get more seamless over time, a win for consumers and retailers and a win for brands.”

Advertisement
Advertisement
Advertisement