Now you’ll know why characters will drink Miller High Life on The Americans, Coors Light on The Strain, Leinenkugel’s in Fargo, and Miller Lite on The Bridge. The three-year deal will make MillerCoors brands the “official beers” for FX, FXX, and FXM giving the brewer exclusive rights to program integrations and first look placement rights for shows that FX is developing. The beers also will have “a strong presence” on FX’s digital app, FXNOW. The agreement — which the companies call “groundbreaking” — expands on an existing relationship that gives MillerCoors exclusive product placement rights to Sons Of Anarchy and It’s Always Sunny In Philadelphia. The new terms make this “the most comprehensive advertising deal ever for the FX suite of channels,” says FX Networks Ad Sales SVP Michael Brochstein. MillerCoors’ Marketing Connections VP Jackie Woodward says that “our objective is to make sure our brands are woven throughout the entertainment programming that matters most to beer drinkers” especially men from 21 to 35. “This partnership underscores our commitment to telling our brand stories with the right message, in the right places and at the right time.” Media strategy company Initiative helped to ferment the alliance.