Miller High Life Holiday Champagne Bottles Return

In an effort to up its visibility during the ultra-competitive holiday season, a classic brand is returning its festive holiday bottles and going retro-chic at the same time.

Here’s the deal…

After successful test runs in 2016 and 2017 in both Chicago and Milwaukee, Miller High Life has been offering “The Champagne of Beers” in big 750-milliliter bottles nationwide during the holiday season.

Redesigned for 2020, the collectible bottles feature necks wrapped in red foil embossed with “The Champagne of Beers” in raised glass letters. And no matter your take on the beer itself, this festive package is undeniably cool.

“Each year, we want to ensure we make the design unique and special, and this year’s red foil design will help us stand out at retail and give our biggest brand fans another collectible for their shelves,” Lucy Bloxam, associate marketing manager for Miller High Life told Beer & Beyond. “The attention these bottles get at retail are a great marking tool for us and helps The Champagne of Beers become part of more holiday moments.”

“In the very complicated environment that is 2020, High Life has been able to resonate with consumers in a meaningful way,” Bloxam added.

High Life beer debuted on New Year’s Eve 1903 in clear glass bottles designed to showcase the beer’s clarity. And their elongated necks were deliberately modeled to mimic Champagne bottles even back then.

“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,” Miller Coors archivist Charlie Hosale, said in a 2015 interview.

Miller High Life, which turns 117 years old on Dec. 30, will support the campaign with public relations outreach, a social media influencer campaign and digital advertising.

Miller High Life’s Champagne-style bottles, shipped to retail this week, so they’re out there now, but they won’t be forever, so you know what to do.