Traditional Method — Exploring Champagne’s Influence on the Brewing Industry
Silver foil adorned the crown cap all the way down the full length of that neck, glinting and glistening as it caught the light.It would be another two years before the tagline The Champagne of Bottled Beers would be used, but even at this point of introduction, Miller High Life was already reaching for the stars. “From the outset, advertising portrayed High Life as on par with Champagne, even before the idea was explicitly articulated in ad copy,” Daniel Scholzen, the corporate archivist for Molson Coors Beverage Company, tells me. “Even prior to the introduction of High Life, Miller emphasized the superior quality and taste of its beer, so comparing the new brand to Champagne was merely an elaboration of an existing marketing theme.”Distinctive in Taste… accepted and appreciated by those who demand and expect the very best.The images made it clear that Miller High Life went hand-in-hand with sophistication, class, and taste. The suggestion was that drinking Miller High Life might grant you entry into this rarefied Champagne lifestyle, that on drinking High Life you, too could be elevated to the lofty heights of first class, waited on hand and foot by staff in starched crimson jackets carrying polished silver trays.Why is Miller High Life the Champagne of bottled beer?