Miller High Life Adding Holiday Champagne Bottles Nationwide

From Miller & Peter Frost:

Miller High Life this week launched nationwide for the first time its custom 750-milliliter bottles for the final two months of 2018. The national roll out of the specialty bottles comes after a successful two-market test in Chicago and Milwaukee in 2017 and a single-market test in Chicago a year earlier.

“The Champagne bottles are an amazing way to remind consumers that Miller High Life is the Champagne of Beers,” says Taylor Brown, marketing manager for the brand. “They give consumers a reason to think about the beer as a special drink for the holidays — something just as festive as Champagne.”

With necks wrapped in gold foil fastened with a wrap featuring the Girl in the Moon, the heavy-gauge bottles have a long, narrow neck and broad shoulders embossed with “The Champagne of Beers” in raised glass letters. Their festive and distinctive look is designed to help get more displays of Miller High Life on the floor at retail.

“Around the holidays, a lot of the floor displays are often composed of wine and spirits, but beer is actually the largest driver of alcohol sales. We wanted to give retailers and our distributor partners another reason to get High Life on the floor during the holidays,” Brown says.

Don’t expect them to last long, Brown says. Once they’re sold out, they’re gone. The clear, 25.4-ounce bottles moved quickly in Chicago and Milwaukee last year, and “we had several calls from retailers and distributors asking for more.”