J Balvin And Miller Lite Team Up To Announce '¡Es Jose Time!'

by Rudy Sanchez on 08/11/2021 | 2 Minute Read

Known as the prince of reggaeton, Colombian artist J Balvin is arguably the biggest Latin breakthrough artist of his generation, releasing hits just edgy enough for the streets and the club that come chockful of enough positivity that grandmas posting Bible verses daily on group chats will dance to it too. 

That approachability and authenticity help inform the latest partnership between Balvin and Miller Lite, called “¡Es Jose Time!”

Kicking off the campaign is a bodega takeover, launching his own sneak attack on unsuspecting shoppers. Miller treated surprised patrons to a beer with J Balvin and a first look at the “hyper-limited-edition” Miller Lite can designed with the “In Da Getto” singer. The can features J Balvin’s signature neon color aesthetic, lightning bolts, and a smiley face against the familiar white background of the usual Miller Lite. Additional items designed with Balvin include a beer koozie, water canteen, sunglasses, and playing cards. 

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All items will be given away via sweepstakes at EsJoseTime.com. Additionally, Miller Lite will contribute $50,000 to Accion Opportunity Fund to support small local businesses like bodegas and corner stores.

“Whether he is J Balvin on stage or Jose with his friends, there is no one more authentic and true to themselves than Jose. It made perfect sense to partner with him to imagine his version of Miller Time,” said Sofia Colucci, vice president of Miller family of brands, in a press release. “So many people look up to Jose because of how he chooses to live authentically. Just like Jose, we hope this campaign inspires everyone to experience their own version of Miller Time.”

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