The past year has been a tough one for bars and for barflies. With capacity limits, social distancing and masks, many consumers may be missing the sights, sounds and, yes, even smells of their favorite watering holes. At the same time, bar employees are feeling the pinch of lost business.
A year into the pandemic, Miller Lite is presenting a solution. The brand has introduced a trio of limited-availability “Bar Smells” candles formulated to evoke the aromas of the corner pub. Proceeds from the candle sales will benefit the U.S. Bartenders Guild Foundation.
“There has been a general consensus that bars are greatly missed,” said Carol Krienik, associate marketing manager for Miller Lite. “We wanted to give consumers a unique sensory experience that recreates the bar scene in the comfort of their own home.”
Working with Penn & Beech Candle Co., the brand created three scents that are “reminiscent of time spent at the bar with friends,” Krienik said. Dive Bar features notes of musk, tobacco, pine and yeast. Game Day Bar features salted peanut, jalapeno and cracked leather. Beer Garden is green moss, warm pretzel, cracked wood and sunburn.
“With a variety of different scents, we were able to create a balance of pleasant smelling, genuine bar smells,” Krienik said. “We’re excited to hear what our drinkers think of each perfectly nostalgic scent.”
The candles were available through the brand’s online store at a price of $20 each. According to a message on the site, “The Bar Smells burn for 50 hours. Our stock did not last that long. Bar Smells are all sold out. Thank you to all that supported the hospitality industry. Hope to see everyone at the bar soon for Miller Time.” It was unknown whether more candles would be made available.
Even prior to the pandemic, brands have sought to use the olfactory senses to encourage brand awareness. In 2019, for instance, Dunkin’, in partnership with lifestyle brand, Homesick, sold limited-edition Original Blend Coffee and Old-Fashioned Donut-scented candles. McDonald’s in February 2020 announced it would offer a set of six candles scented to smell like the brand’s iconic Quarter Pounder, though it is not clear if the items were ever offered for sale. For the past three years, KFC has offered a fireplace log that smells like fried chicken as a holiday promo.
The sense of smell has long been regarded as a powerful tool to evoke emotion and unlock memories. Indeed, marketers have developed a whole segment of “scent marketing” to entice consumers. Even as the venues begin to open up in the coming months, Krienik the trend of candles and other scent-based tactics will continue for some time. “Although the world is beginning to open up, it will be some time before the public is allowed back into venues at regular capacity,” she said. “Scents give consumers a nostalgic, sensory experience of memories from the past.”
