Let's try to stay on topic. He asked for million dollar ideas. Clearly the man who invents free beer will become a trillionaire.

I think a better model would be beer paired with a catalog/website that gives rewards in the form of more beer.

An ad needs to be worth more than the advertising value of the packaging itself, and even very niche beers would not likely be seen by more than a handful of people so at $10 CPM wouldn't fetch more than a dime a bottle. Additionally, there would be the personell cost of filling ad inventory and frequently redesigning the bottle.

Only if the ads are contained in secret nanites you ingest that play subliminal ads to your cerebral cortex when you are at rest making you crave the sponsor's products forte nightly! My logic and 'direct to cortex buy now' -TM suggestions are undeniable.

Or beer that gets more expensive the drunker you get

That would cause abuse