It wouldn’t be the holiday season without a promo from Miller High Life to mark the time period.
This year, the brand that was responsible for Gingerbread Dive Bars and Beer Leg Lamps, is making another holiday staple, the Christmas Tree, available with a special High Life twist. The new Merry High Light tree is a 2.5-foot artificial tree that is scented like a dive bar with the smells of sweet tobacco. The tree also comes with a Miller High Life-branded cross atop the tree and a skirt that matches the brand’s iconic Girl in the Moon and her striped skirt. The limited-edition trees will go on sale on December 8 online for $120 in honor of the brand’s 120-year anniversary.
“As an approachable beer for anyone, in any setting, Miller High Life has long been synonymous with the all-are-welcome atmosphere that makes dive bars so beloved,” said Lisa Dong, associate marketing manager for Miller High Life. “To celebrate our anniversary, we took High Life’s most recognizable iconography – our soft cross and Girl in the Moon and made them into a holiday staple so that this year, everyone has a chance to bring the glory of 120 years of High Life home for the holidays.”
The brand’s affinity for the holiday season goes back to its positioning as “the champagne of beers,” and its debut on New Year’s Eve in 1903, Dong said. “Since then, Miller High Life has been used to toast to everyday champagne moments at dive bars across the country with those now iconic neon signs heralding to all where the High Life can be found,” she said.
Among the places where High Life can be found is the dive bar, which has been a staple of the brand’s holiday promotions. “Dive bars are our spiritual home and where many of our core consumers love to drink high life,” Dong said. “By celebrating dive bars and our history with dive bars, we’re connecting with our core consumers who love us the most!”
The brand is promoting the Miller High Light tree through earned media and on its owned social media channels. For consumers who aren’t able to score one of the small trees during the sale, Miller High Life is giving away one full-sized, 5-foot tree featuring a custom Girl in the Moon tree topper.
