Miller High Life is aiming to end the year on a high note with a jam-packed December that includes its 120th anniversary.
“It’s been a successful year for Miller High Life and we’ve got a lot of tools to continue the momentum into 2024,” says Lisa Dong, associate marketing manager for the brand.
THE BIG PICTURE
High Life’s been on a roll this year, notching volume and dollar sales growth to the tune of 2.7% for the 26 weeks that ended Nov. 26, according to Circana multi-outlet and convenience store data. For the last 13 weeks, volume is up 2.8%.
ZOOM IN
The Champagne of Beers is in a celebratory mood, and it’s bringing a touch of elegance to its seasonal packaging, which has been in market since last month. The dark blue packaging features the Girl in the Moon on 12-packs of bottles, as well as 18-, 24- and 30-packs of cans.
“We have a great presence at retail with the thematic packaging. It’s beautiful, it’s eye catching. It shows something special is happening,” Dong says. Plus, she says, it can act as a compelling holiday display on its own or can be used to accentuate other holiday displays.
To mark its 120th anniversary, Miller High Life is teaming up again with Tie Bar on a suite of branded merch that’s perfect for holiday parties and other fancy occasions, including a neck tie, bow tie and tie bar/bottle opener.
High Life wishes you a ‘Merry High Light’
More and more Americans are using artificial trees for their Christmas and holiday decorating, and now they have the option to incorporate High Life into their home décor with the Merry High Light, its new, branded neon trees.
The dive-bar scented trees feature Miller High Life’s soft cross logo, and can fit on a table top or bar. It also comes with a tree skirt inspired by the Girl in the Moon’s striped skirt.
- Legal-age consumers can purchase the trees on High Life’s shop site starting Dec. 8 for $120. They can also enter for a chance to win a larger tree topped with the Girl in the Moon.
“It’s a call back to our dive-bar décor and some of the great holiday items we’ve had in the past, like last year’s leg lamp,” Dong says.
- The brand also has a fresh lineup of winter- and anniversary-themed merch available on its site.
High Life + Leinie’s celebrate together
Clearly in a collaborative mood, High Life has teamed up with Molson Coors sib Leinenkugel’s to brew up a new beer celebrating the 120th anniversary to be sold exclusively at the J. Leinenkugel Barrel Yard at the Milwaukee Brewers’ ballpark.
Cheers! Strawberry Lager marks the fifth time High Life has teamed up with a craft brewery on a collab, and the first time it’s worked with one of Molson Coors’ craft partners. It’s available now until the taps run dry.
“It’s the perfect marriage of the Champagne of Beers and Leinenkugel's iconic flavorful seasonal brews,” Dong says.
- Brewed with German malt, its golden color pays tribute to the Champagne of Beers. It uses two different types of hops, Huell Melon and Nelson Sauvin, specifically selected to provide a white wine profile and distinctive strawberry jam-like profile with a sweet finish reminiscent of Leinie’s stalwarts like Summer Shandy and Juicy Peach.
A spicy partnership
Miller High Life is shining a brighter light on its partnership with Bloody Mary mixer Zing Zang.
It’s part of an effort to create new drinking occasions for High Life, including brunch, where it’s promoting a pony bottle of High Life alongside a Zing Zang Bloody Mary.
“We’re pairing two favorites together, whether you’re at home or at an establishment,” Dong says.
- High Life’s created retail tools promoting the partnership for the off-premise, while driving features in the on-premise to showcase the pairing.
“High Life certainly has a lot to celebrate this year, and we hope people will continue to celebrate their everyday moments with us, during the holidays and beyond,” Dong says.