Miller Champagne

Creative Agency: Cue
Designer: Matt Erickson
Creative Director: Alan Colvin
Project Type: April Fools! (Concept)
Location: Minneapolis, Minnesota, USA
Packaging Contents: Champagne
Packaging Substrate / Materials: Glass

With so many craft products capturing market share in the beer category, Miller High Life felt the time was right for bold change. Taking a product to the next level with incremental product improvements can only go so far, so the High Life brand decided to up the ante in a different way. Some consumers were confused by a beer calling itself “The Champagne of Beer”,” notes Seth Holcomb, head of research for the iconic brand. “We determined that by delivering literally on that promise, we could finally align reality with a claim we’ve been making for years. It was a huge investment in our operational infrastructure, but the result is a product that finally makes sense.”