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 were officially launched on Monday and will begin hitting store shelves this week – will only be around long enough to help ring in the new year and then they'll disappear again, at least until next year ... maybe.
Two years ago MillerCoors tested the bigger bottles in the Chicago market and last year brought them to Milwaukee, too. As promised in 2017, this holiday season the bottles will be available nationwide, beginning in November.
"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 last year, 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.
You can learn more about High Life's nickname history here.
In 2017, the bottles retailed between $2.29 and $2.99 each in the Milwaukee area.
After popping open a bottle or two, remember to bellow the Mayor-approved OnMilwaukee Toast: 414 let's have one more!
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