Living the High Life: "Champagne of Beers" is back in Champagne-sized bottles
You can once again toast the holiday season in classic Brew City style because Miller has brought back its limited-edition Miller High Life lager in Champagne-style bottles.
It makes perfect sense that you can get "The Champagne of Beers" in a 750-milliliter Champagne-sized collectible bottle with a gold foil seal and a neck label ... at least for a little while.
But the bottles – which are back on store shelves now – will only be around long enough to help ring in the new year and then they'll disappear again, at least until next year.
Three years ago MillerCoors tested the bigger bottles in the Chicago market and brought them to Milwaukee the following year. In 2018 the bottles became be available nationwide. This year, Miller is doing a vending machine of the unique bottles in New York City.
"It's a perfect shareable bottle, and we know the holidays are all about sharing beers and fun times with family and friends," Taylor Brown, Miller High Life's brand manager, said in a statement when distribution of the bottles was expanded to Milwaukee.
"This is a way to remind drinkers we truly are the Champagne of Beers."
High Life, which Miller positioned as a high-end beer, debuted on Dec. 30, 1903, and the Champagne of Beers tag was a reference to the fact that the beer was packaged in a bottle – a rare luxury back then.
As my former colleague Jimmy Carlton noted in the past, over the next 80 or so years, advertising and labeling for "The Champagne of Beers" sold the bright, bubbly brew as a classy product whose glass bottle – Champagne-shaped with a long neck, sloping shoulders and usually wrapped with ornate foil – showed off its purity. In 1989, Miller started calling it "America's Quality Beer Since 1855," before going back to the bubbly branding in 1998.
Miller painted a brand spankin' new High Life Girl in the Moon mural on its Milwaukee brewhouse this autumn.
You can learn more about High Life's nickname history here.
The bottles retail for about $3.49 each.
If you're really looking to go all-Miller this holiday season, there's a new 2019 design for the Miller Lite ugly sweaters and matching accessories. You can see them all here.
Stay tuned because we might do some giveaways, too.
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