Last year, slumping sales prompted another new firm, Quaker City Mercantile (of Hendrick’s Gin and Lo-Fi Aperitifs fame) to return to a 1971 “Miller Time”-era tag, “If You’ve Got the Time, We’ve Got the Beer.” Sales reportedly jumped 5.8 percent in the weeks surrounding the spots in November 2016. They were led to a sealed room by a taste-test proctor, where five cups of mystery beer awaited each of them. If it ain’t broke, don’t fix it. Largely absent from Miller’s history — which also includes current brands Hamm’s and Hamm’s Special Light, Mickey’s and Mickey’s Ice, and Magnum Malt Liquor — is Miller Beer, a premium, not-light lager that occupied a two-year blip in the mid-to-late ‘90s. From 1970 to 1978, Miller High Life sales quadrupled, according to AdAge. A leading-edge research firm focused on digital transformation. But one thing MillerCoors conveniently leaves out of its history is, well, Miller. By year’s end, America will be home to 7,000 breweries producing more varieties of beer than ever before. The latter unabashedly claims responsibility for America’s light beer obsession. It gets a nod in “Beer Blast,” Philip Van Munching’s 1997 book on the beer industry. McCann-Erickson, the label’s new advertising firm, gave High Life an everyman rebrand under the “Miller Time” campaign. When Philip Morris Cos. acquired the brewery in 1969, High Life was considered a luxury product. Miller’s Champagne dreams, however, are surprisingly grounded in reality. That's why Business Insider put together a blind taste test of big alcohol's five cheapest and most popular beers: Bud Light, Coors Light, Miller High Life, Pabst Blue Ribbon, and Natural "Natty" Light. However it has a bit more of an ABV. Miller Lite lacks a single-monikered sidekick. Miller High Life even has its own low-calorie offshoot, Miller High Life Lite. By clicking ‘Sign up’, you agree to receive marketing emails from Business Insider In a way, it’s true. They either consumed it on-site, or toted it home in wood or metal pails, as a sort of proto-growler system. The smell is rich with flavors. Among the more optimistic advertising slogans (“I’d Like to Buy the World a Coke,” “Diamonds are Forever”) lies Miller High Life’s “The Champagne of Beers” assertion. It launched in 1994. As the Super Bowl approaches, football fans are faced with an important question: which cheap beer is the best booze for their big game bashes? We pitted Bud Light, Coors Light, Miller High Life, PBR, and Natty Light against each other in the ultimate cheap beer blind taste test. It launched in 1994. Ten of our most fearless reporters hopped at the chance to tipple some booze. When Miller (now MillerCoors) introduced the lager, in 1903, bottled beer was a rarity. © 2014 - 2020 VinePair Inc. — Made In NYC, Next Round Live: What's Happening in the Drinks Industry Now, This Is the Boozy Advent Calendar You Need This Year, Hashtag Holidays Are Obviously Manufactured, but That Isn’t Stopping Us From Having Fun, The Legend of Starka, the Next Trendy Brown Spirit You Haven’t Heard Of, Six of the Best Last-Minute Thanksgiving Wines for 2020, When It's OK to Add Ice to Your Wine, According to Experts, There’s Miller Lite, MGD, and Miller High Life. “Miller Beer was discontinued in 1998 when Miller Brewing Company decided to focus on core brands, such as Miller High Life and Miller Lite,” a spokesperson told VinePair last week. Let’s translate these scores into something more friendly. Sign up for Insider Retail. You pick up on grains, malts and some hops. since. © 2014 - 2020 VinePair Inc. — Made In NYC, Next Round Live: What's Happening in the Drinks Industry Now, legendary advertising executive and lyricist Bill Backer, Dear Irving’s Thomas Spaeth Loves Champagne, Thinks Cheap Tequila Is Shady, Somms Love Champagne, but Not the Way You Do, The Legend of Starka, the Next Trendy Brown Spirit You Haven’t Heard Of, Six of the Best Last-Minute Thanksgiving Wines for 2020, When It's OK to Add Ice to Your Wine, According to Experts, The Surprisingly Legit Reasons Miller High Life Is Called the Champagne of Beers | VinePair, https://vinepair.com/articles/why-miller-high-life-champagne-beers/, wbs_cat Beer, wbs_type Adjunct Lager, wbs_type Lager, wbs_brand Miller, alcohol advertising, beer, beer culture, beer history, champagne, history, marketing, Dear Irving’s Thomas Spaeth Loves Champagne, Thinks Cheap Tequila Is Shady | VinePair, https://vinepair.com/articles/dear-irvings-thomas-spaeth-reveals-cheap-tequila-worst-liquor/. High Life Light has the look of most light Lager on the market. The answer is never simple. Account active And yet, as of January 2018, a majority of our beer money is spent on a short list of light lagers: Bud Light, Coors Light, and Miller Lite. High Life debuted on New Year’s Eve 1903 in clear glass bottles designed to showcase the beer’s clarity. Miller High Life Light brewed by Miller Brewing Co., with an ABV of 4.5% This brew pours out a nice amber color with a nice white head. After Miller Lite launched nationally in January 1975, other brands followed: Anheuser-Busch launched Natural Light in 1977; Michelob Light in 1979; and Budweiser Light, today known as Bud Light, in 1982. It smells like beer, what more can I say. The lesson? | VinePair, https://vinepair.com/articles/miller-beer-lite/, wbs_cat Beer, wbs_type Adjunct Lager, wbs_brand Miller, wbs_brand Miller High Life, wbs_brand Miller Lite, wbs_brand MillerCoors, beer, beer history, light beer, Miller Lite, MillerCoors, This Is the Boozy Advent Calendar You Need This Year | VinePair, https://vinepair.com/articles/best-boozy-wine-advent-calendar/, wbs_cat Wine, bordeaux, holiday, Pinot Gris, Wine. Until now. Miller High Life even has its own low-calorie offshoot, Miller High Life Lite. The rest is homogeneous history. The biggest stories in fast food, shopping, and more. The auteur behind the “Champagne of [Bottled] Beers” concept sadly remains unknown. as well as other partner offers and accept our, Visit Business Insider's homepage for more stories, I ate chicken wings from 5 major chains, and a little-known newcomer beat out all the classics. Then, they were asked to sip from each cup and select their favorite based on taste alone. It’s so bold it reads almost as a dare, like when a celebrity self-identifies as down-to-earth in an interview aboard a private plane. But Miller Beer dissolved in 1998, never to be spoken of again. “Also, at various times throughout its history and especially early on, High Life had ornate foil that covered the cap and top of the neck — similar to the way Champagne is sold,” Charlie Hosale, archivist at the MillerCoors brewery in Milwaukee, said in a 2015 interview.