Miller High Life needed a bold way to launch a year of music partnerships while reinforcing its long standing connection to dive bar culture and live music.
The brand was preparing a full calendar of collaborations including a national tour sponsorship with Teddy Swims a limited edition guitar partnership with Fender and a nationwide jukebox presence through TouchTunes. To kick off the platform Miller High Life needed a cultural moment that felt authentic to The Champagne of Beers while breaking through the noise in the adult beverage category.
Miller High Life launched Dive Bar Sounds the first ever vinyl record infused with real beer. The clear vinyl physically contains Miller High Life allowing the essence of the beer to live inside the music.
Only 200 limited edition records were produced each featuring a 25 minute album recreating the sonic atmosphere of a classic dive bar. The record includes original tracks alongside authentic barroom sounds from the opening door to the twist and hiss of a High Life bottle. The idea transformed a beer into a playable cultural artifact while launching a larger music platform that included a national tour partnership with Teddy Swims a custom High Life guitar collaboration with Fender and jukebox activations through TouchTunes all celebrating the moments where great music and The Champagne of Beers meet.
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