When Teddy Swims kicks off his North American tour in 2025, his favorite beer, Miller High Life, will be right there with him as the tour’s official beer sponsor.
The partnership comes as Swims celebrates his biggest year yet. Along with playing at numerous festivals this summer and selling out venues across the world, in March, the soulful singer-songwriter scored his first No. 1 hit with “Lose Control.” Next year he’ll follow up with the continuation of his hit debut album with “I’ve Tried Everything But Therapy (Part 2)” before heading back out on the road.
Lucy Bloxam, marketing manager for Miller High Life, says that while Miller High Life doesn't usually work with celebrities, Swims truly embodies what it means to live “the High Life.”
“He really is an authentic fan of the brand,” she says. “He also lives up to the brand’s values of welcoming everyone. He doesn't like to conform to one genre, appealing to many different types of music fans, which is what Miller High Life strives to do.”
The partnership comes as Miller High Life caps off another strong year. According to Circana, for the year to date to Sept. 22, the brand has grown both volume and dollar share of industry.
Showing up for music fans
As Swims launches his tour on May 9 in Hollywood, FL, Miller High Life will have a visible presence. Digital and retail tools featuring Swims will be available.
“We plan to maximize the partnership to the fullest extent to connect with consumers and give them great experiences,” says Bloxam.
This isn’t the only music-themed partnership for Miller High Life. Next year, it will continue partnering with TouchTunes, the touch-screen jukebox company that is in more than 22,000 bars and restaurants in North America.
Miller High Life has plans to announce even more music programming in the upcoming months.
“Miller High Life has a long history of music programming,” says Bloxam. “Music is a passion point for nearly everybody, but especially our core consumers. Teddy is a perfect match. Like us, he has paved his own path.”