Miller Lite has blessed consumers and gamers with a gift they didn’t know they needed – a new gaming controller that’s also a can of Miller Lite.
The creation, which is part of an ongoing campaign to appeal to the fast-growing population of gamers, was unveiled on Monday, June 10, in partnership with comedian and gaming aficionado Eric Andre. It is being billed as the first-ever “Cantroller.” And, yes, the unique piece of electronic equipment has beer inside.
Believe it or not, the limited-edition, 10-button controllers were made to be used. Miller Lite has already produced 200 controllers, and plans to make several hundred more.
“With some 40 percent of gamers already drinking beer while they play, we’re taking it to the next level by offering them a fun way to enjoy Miller Lite while they play their favorite games,” said Justine Stauffer, a senior manager at Miller Lite. “Miller Lite is a fan of gaming of all kinds, and the launch of the Cantroller is another way we’re connecting with the gaming community.”
The beer brand partnered with technology company Unit 9 to develop the controllers, which are designed using flexible circuit board technology and connect to gaming consoles and computers via Bluetooth. They are equipped with rechargeable batteries that can hold a 3-hour charge, and they’re able to be refrigerated so players can enjoy Miller Lite at peak temperatures, Stauffer explained, adding that the Cantroller will still function once the beer is gone.
Select fans age 21 and older will have a chance to win one of the custom controllers at a special event near the Electronic Entertainment Expo, or E3 – the premier trade event for the video game industry held in Los Angeles – on Wednesday, June 12. To get their hands on a controller, fans must compete against Andre on Street Fighter and win.
Though the Cantroller is certainly unique, Miller Lite is hardly the first brewery to jump on the gaming bandwagon. Washington-based Sound Brewery has a line of Mortal Kombat beverages, while Ohio’s Hoof Hearted Brewing has a Konkey Dong Double IPA that is brewed in collaboration with Arcade Super Awesome. Furthermore, Tiny Rebel Brewing Company in Wales created its own video game called Beer Money in 2018.
