Miller High Life Unveils Beer Tower Leg Lamp

From MillerCoors & Alex Parker:

Miller High Life is giving a beloved Christmas story staple a beer-inspired update.

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But this is no ordinary “Major Award.” Inspired by High Life’s Girl in the Moon, Miller High Life is introducing a fully functional, battery-powered leg lamp that doubles as a beer tower, making it a conversation piece worthy of a front-window display.

“Miller High Life is for nostalgic moments that bring people together, whether it’s having a cold beer in a dive bar or gathering for a holiday movie marathon,” says Rachel Rogers, associate marketing manager for Miller High Life.

The leg lamp beer tower – all 3 feet, 5 inches of it – features High Life’s emblem, as well as “The Champagne of Beers” printed around its tasseled lampshade. Sitting atop a wooden base, the leg lamp beer tower swaps out fishnets for the Girl in the Moon’s signature tall red boot and red-and-yellow stockings.

It will be available on Miller High Life’s online store starting at 9 a.m. CT on Dec. 9. The limited-quantity lamp sells for $120 – a nod to High Life’s upcoming 120th anniversary.

And, yes, like in the famous lamp from which it draws inspiration, High Life’s beer-tower leg lamp comes packaged in a box marked “fragile.”

The leg lamp beer tower is High Life’s latest effort celebrating dive bar culture and the offbeat ambiance of the watering holes where it’s so often found. It also builds off the success of last winter’s gingerbread dive bar kit, which sold out in less than 2 minutes.

This year, however, it’s celebrating a different kind of holiday tradition, coinciding with release of the sequel of one of the most popular holiday films around.

Combining the eye-catching leg lamp with a functional beer tower that can accommodate a six-pack of The Champagne of Beers is something only Miller High Life could achieve, Rogers says.

“It would be one thing to just make it a beer tower, but to incorporate the imagery of the Girl in the Moon takes it to another level,” she says.

High Life fans who aren’t able to snag one of the exclusive leg lamp beer towers can head to the brand’s online store to check out its new collection of holiday merchandise, which includes knitted winter hats, sweaters, socks, ornaments and more.

“There’s something for every High Life lover out there,” Rogers says. “Whether they’re pouring a beer out of the leg lamp or wearing some of High Life’s gorgeous holiday gear, our fans will be living the High Life this season.”