‘Gift the High Life’ this holiday season with Miller High Life

From Miller & Nick Kindelsperger,

Miller High Life wants everyone to “live the High Life” all year. But for this year’s holiday season, the brand found a way for its biggest fans to give the gift of the High Life to friends and family. 

Marketing manager Maria Shipp says the brand embraced the idea to “gift the high life” to appeal to its core and growth consumers. 

“If you’re living the high life, you realize that the simple things and experiences are sometimes better than extravagant presents,” says Shipp. “And Miller High Life is all about enjoying life and celebrating everyday achievements.”

To support the program, Miller High Life is going all out this holiday season, offering a consumer sweepstakes, new holiday merch, High Life Dive Bar-Fume and a new Dive Bar Debates game. All these can be accessed by visiting the Miller High Life holiday page here.

To get the word out, the brand also has holiday-themed packaging already in retail for its twelve packs of 12-ounce bottles, along with 24 and 30 packs of 12-ounce cans. It also has supportive retail tools for off-premise displays. 

This comes as Miller High Life continues to gain share this year. The brand’s dollar share of economy is up 0.16 points year to date versus last year, according to Circana for the week ending Nov. 24. Its dollar share of total beer is also up for the same period by 0.02 points. 

Gift the High Life sweeps

Running all season is the “Gift the High Life” sweepstakes. Legal drinking-age consumers can enter for a chance to win limited-edition Miller High Life gifts, including branded LED holiday trees, beer steins and beer money Venmo payments. 

“Basically, you can win items to ‘gift the high life’ to your friends and family, whether that be High Life-inspired gifts or beer money to gift actual Miller High Life,” says Shipp.

To enter, legal-age consumers can scan the QR codes found on the holiday-themed packaging or point-of-sale items, or they can visit this link. 

High Life Dive Bar-Fume

Miller High Life understands the importance of a good dive bar. And even if you can’t find the time to visit one during the busy holiday season, now you can smell like your favorite home-away-from-home with Miller Life Dive Bar-Fume. 

“It really does remind me of a dive bar,” says Shipp. “I smelled it the other day, and it has aromas of cedarwood, leather, tobacco and salt. It can transform your space to make it feel like you’re at your favorite dive bar.” 

The Dive Bar-Fume comes in a sleek gold-colored container, making it an attractive gift. Only a limited amount will be available, and they’ll be released on Dec. 4, 5 and 6. Click here to visit the site. 

Holiday Merchandise

Need to look your best for the office party or just need some comfy items at home? Miller High Life has a host of new items on its online store. That includes cozy sweatshirts, beanies, branded holiday steins, ornaments, tree skirts, signs, long sleeve tees, and much, much more. Also available are holiday collaboration merch pieces with Junk Food Clothing, the vintage-inspired apparel company. 

All new Miller High Life holiday merchandise is available here.

Dive Bar Debates

Finally, the brand is also selling a new card game called Dive Bar Debates, which is inspired by a content series the brand conducts on its social accounts. 

“It’s based on the idea that when you’re at a dive bar, or wherever you hang with your friends, you’re often playing card games,” says Shipp. “What better way to celebrate the holidays than by spending time with loved ones over a game?” 

The deck includes such debatable discussion topics as “Boat Day vs. Beach Day” and “Cheese Curds vs. French Fries.” 

The game will be available for sale in mid-December and can be purchased here.

Shipps says that Dive Bar Debates fits perfectly into the brand’s theme this year. 

“The game is another example of how Miller High Life is about coming together for experiences with your friends and family, which is what the season is all about,” she says.