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Happy Father's Day, Now Drink This Six-Pack

What Are the Top 10 Beer-Selling Holidays?

By Published on . 1

Advertising Age Player

Ready, set … drink.

Memorial Day is not only the unofficial start of summer, but the holiday also starts what is the most important season for beer marketers. Between Memorial Day and Labor Day last year, beer and malt-beverage sales topped $11 billion, according to the Beer Institute. And this summer, more than 38 million American households are expected to buy a cold beer, the trade group says.

It's not surprising, then, that Labor Day and Memorial Day rank as the No. 1 and No. 2 beer-selling holidays of the year, according to Nielsen data shared by MillerCoors. Father's Day -- which falls on June 15 this year -- ranks eighth, putting it ahead of St. Patrick's Day and just one spot behind the Super Bowl.

MillerCoors this year is trying to boost its beer sales on dad's day with a new TV ad debuting Tuesday. The spot (above) will run in English and Spanish for three weeks leading up to Father's Day.

"We're just recognizing this is a really important holiday and it's a great occasion after a really brutal winter to get out and spend some quality time with dad," said MillerCoors spokeswoman Karina Diehl. And by quality time, the brewer means downing a six pack of Lite together, according to the ad.

MIllerCoors will promote the ad online with hashtags #HeresToDad and #GraciasPapa. Special point-of-sale marketing is also planned. This year, Father's Day also falls during the World Cup, which is another reason the brewer believes it could be a big beer day.

The ad is by Saatchi & Saatchi, New York, which created the spot before it was removed from the brewer's agency roster earlier this year.

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