Last year, ahead of NFL season, Bud Light was behind this out-of-the-box idea to get struggling team the Cleveland Browns out of a slump. The Browns hadn’t seen a win in ages, so the brew brand stocked bars around town with “victory fridges” full of Bud Light. Each was under lock and key, and would open only when the team achieved its first regular season win. After a 635-day-long dry spell, the Browns finally won their first game since 2016, the fridges were unlocked and fans’ thirst was quenched.
Following up on the idea in 2019, Bud Light has amped up its motivational efforts with not just more fridges, but an entire store in Cleveland, where it’s selling Victory Fridge replicas. On September 3-4 from 1PM to 9PM, B.L. & Brown's Appliance Superstore will be selling branded refrigerators of all sizes from $199.99 to $599.99 a pop. Customers will get a coupon code so they can stock their wares with the brew.
To promote the idea, Bud Light tapped Browns fan and WWE star The Miz to host an infomercial promoting the store.
Bud Light will be hosting a grand opening event for the store on Tuesday, September 3 a 1PM. In attendance will be The Miz, players from the Cleveland Browns, Cleveland Mayor Frank Jackson and of course, the Bud Knight, who was came back to life in April following his surprising demise during the Super Bowl.