Bizarre limited-edition Coors Light collectible has sold out - at least for now

Beer lovers and soccer fans are scrambling to get their hands on Coors Light's strangest collectible yet: An 18-inch-tall beer can holder designed to carry three cans of beer at once.

Dubbed the 'Tallerboy,' the oversized stainless-steel canister looks like someone stretched a traditional tallboy can to cartoonish proportions. 

The quirky product launched this week as part of Coors Light's FIFA World Cup marketing campaign and quickly sold out during its first online release.

But fans who missed out may still get another shot. Coors Light has scheduled a second limited drop on June 18.

The $30 collectible is designed to hold and insulate three stacked 12-ounce cans of Coors Light, creating a towering 18-inch-tall beer tube that the company says helps fans avoid missing key moments during a match while making repeated trips to the fridge.

The unusual design was inspired by legendary Argentine soccer commentator Andrés Cantor, famous for his extended 'Gooooooooooooool!' calls whenever a goal is scored.

In tribute, Coors Light has even stretched out its own branding for the campaign, spelling the name 'Coooooooooooooors' with 14 O's across the canister.

'We wanted to create something that brought that same spirit to life in a tangible way,' said Matt Carpenter, vice president of marketing for Coors Light. 'We landed on a product that physically stretched the Coors Light experience.'

The Tallerboy functions similarly to a giant insulated koozie. Drinkers load up to three cans inside the double-walled stainless-steel tube through a twist-off lid. 

The cans remain chilled inside the container until they're removed for drinking.

As news of the sold-out Tallerboy spread online, beer fans were quick to poke fun at the unusual creation.

On Reddit, many users initially thought Coors Light was selling an 18-inch beer can rather than a canister designed to hold three separate cans.

'It's not a beer, it's a canister that holds and chills three cans,' one commenter clarified in a post that drew hundreds of upvotes.

Others focused on finding a nickname for the towering accessory. 

Suggestions included 'The Beeracuda,' 'Beerducken,' 'Coorsipede,' 'Coorception,' and 'The Brewselage' - a play on an airplane fuselage.

Some questioned the value proposition, with one user pointing out that the $30 price tag doesn't include any beer, while another joked: 'I already have a cooler that holds and chills 15. Why would I downsize?'

Still, plenty of commenters appreciated the absurdity of the product. 

'Pure camp, I love it,' wrote one fan, while another quipped that the Tallerboy takes the classic 'hold my beer' phrase 'to the next level.'

For a limited-edition marketing stunt, generating that kind of reaction may be exactly what Coors Light was hoping for.

The launch is part of Coors Light's wider World Cup campaign, dubbed 'The Cooors Call,' which encourages fans to record their own exaggerated goal calls for a chance to win prizes worth up to $10,000.

The company is betting that soccer fans settling in for long tournament matches won't want to leave the couch for a refill.

The collectible is the latest example of beer brands leaning into novelty merchandise as companies compete for attention ahead of the 2026 FIFA World Cup.

Coors Light's parent company, Molson Coors, has also launched a soccer-themed promotion through sister brand Miller Lite. 

Earlier this year, Miller Lite unveiled its oversized MVP Matchball, a giant soccer ball capable of holding up to 12 cans of beer.

While the Tallerboy may look like a joke product, the strategy taps into a growing trend of limited-edition collectibles that blur the line between merchandise and viral marketing.