Miller Lite creates a virtual tip jar to support bartenders during the pandemic

Campaign includes video of an empty drinking hole

Published On
Mar 20, 2020

Editor's Pick

It’s rare, if not unprecedented, for a beer brand to feature a completely empty bar in its marketing. But these are not normal times.

Miller Lite today tweeted a video of a desolate drinking hole as part of a new campaign called “#VirtualTipJar” aimed at raising money for bartenders that have been sidelined as bars close in response to the coronavirus outbreak. "Taps are off. But tips are needed," reads the copy. 

The tweet includes a link to donate to the Bartender Emergency Assistance Program run by the United States Bartender’s Guild National Charity Foundation. Miller Lite owner Molson Coors has chipped in $1 million. Liquor marketer Beam Suntory has also pledged a $1 million donation to the bartender program and the Restaurant Workers Community Foundation. According to Molson Coors, an estimated 241,000 restaurants and bars have closed their doors as of this week.