US beer company turns beer can into Bluetooth gaming controller

By on Wednesday, June 12, 2019

The US-based beer company Miller Lite are targeting their ‘gamer’ consumers with the release of an innovative new gadget aptly named the ‘cantroller’.

The ‘cantroller’ does what it says on the tin – it’s a beer can (containing 12 fluid ounces of Miller Lite Pilsner beer) which also doubles up as a gaming controller. It has a three-hour battery life and is equipped with a 10-button gamepad which connects via Bluetooth to multiple consoles and computers.

With e-sports on the rise, the Milwaukee-based company aims to engage with the 40% of gamers already drinking beer while playing, as well as tap into a growing market.

Anup Shah, vice president for the Miller Family of Brands at MillerCoors comments, “We built a foundational relationship with the gaming community by introducing ourselves with coolers filled with Miller Lite”.

The multipurpose can is currently a limited release, available only to those attending E3 – the 2019 Electronic Entertainment Expo in Los Angeles taking place between 11-13th June. In order to get your hands on one, attendees will have to battle it out with actor/comedian Eric Andre in a match of “Street Fighter” at the event.

It is yet to be seen whether the invention will have a wider release to consumers.

@JasonAntill

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