Instead of popping the cork this holiday season, the Champagne of Beers wants drinkers to pry off the top of its new limited-release Champagne-sized bottles. Miller High Life has launched nationwide for the first time its custom 750-milliliter bottles for the final two months of 2018. In addition to its off-premise strategy that aims to get more High Life on the floor, the brand also is making a push for top bar and restaurant accounts to use the large-format bottles in holiday and New Year’s Eve celebrations.
“The Champagne bottles are an amazing way to remind consumers that Miller High Life is the Champagne of Beers,” said Taylor Brown, Marketing Manager for the brand.