American Craft Beer The Best Craft Beer, Breweries, Bars, Brewpubs, Beer Stores, And Restaurants Serving Serious Beer.
In an attempt to up its visibility and attract millennials during the ultra-competitive holiday season, a classic brand is going big and “Mad Men” at the same time.
Here’s’ the deal…
After successful tests in in 2016 and 2017 in both Chicago and Milwaukee, Miller High Life is now offering “The Champagne of Beers” in big 750-milliliter bottles nationwide into the New Year.
“It’s a perfect shareable bottle, and we know the holidays are all about sharing beers and fun times with family and friends,” says Miller High Life’s brand manager Taylor Brown. “This is a way to remind drinkers we truly are the Champagne of Beers.”
Both embracing the brand’s almost 115 years of brewing and the more contemporary 750-milliliter format that many craft breweries have incorporated, Miller High Life’s heavy duty bottles, which are embossed with “The Champagne of Beers” in raised glass letters, feature a long, narrow neck wrapped in gold foil fastened with its classic Girl in the Moon wrap.
Miller High Life’s special Champagne-sized bottles, which carry a suggested retail of $3.49, are eye-catching and designed to command retail floor space during the holiday season when every brewery is fighting to be noticed according to MillerCoors.
High Life debuted on New Year’s Eve 1903 in clear glass bottles designed to showcase the beer’s clarity. And its elongated necks were deliberately modeled to mimic Champagne bottles even back then.
“Also, at various times throughout its history and especially early on, High Life had ornate foil that covered the cap and top of the neck — similar to the way Champagne is sold,” Charlie Hosale, archivist at the MillerCoors brewery in Milwaukee, said in a 2015 interview.
Miller High Life’s Champagne-style bottles, shipped to retail earlier this week, so they’re out there now, but they won’t be forever, so you know what to do.
All image credits: MillerCoors
