Devotees (and anyone that can read the label) will tell you that Miller High Life is the “Champagne of Beers.” Now, American drinkers with have the opportunity to sip the golden bubbly from an actual 750ml (25.4oz.) Champagne (style) bottle.
“Not only is this a thank you to our loyal drinkers for all of their years of supporting the brand, it’s a new way to bring new drinkers into the brand and show them why the Champagne of Beers is worthy of their attention,” said Taylor Brown, Marketing Manager for the brand in a statement.
With an MSRP of $3.50, the gold foil wrapped Champagne bottles are rolling out to bars, restaurants, supermarkets, and liquor stores nationally now. They will be available through the end of the year. However, you might want to snatch one up soon based on the high demand when the program was tested in Chicago and Milwaukee last year.
“We had several calls from retailers and distributors asking for more,” noted Brown.
The promotion is aimed at bolstering the existing customer base, as well as attracting more—specifically millennials. Brown affirmed the obvious: High Life is popular with hipsters. “Miller High Life is up double digits in millennial-heavy bars in Brooklyn and also performing well in many other urban hubs like Chicago and Philadelphia in the on-premise,” she stated.