Miller High Life, the classic budget lager that's billed as "The Champagne of Beers," will be offered in actual Champagne-sized bottles just in time for the holiday season.
If this tongue-in-cheek stunt sounds familiar, it's because Miller previously bottled its popular brew in bubbly-style glass last year as part of a limited production run that was only available in select locations. All examples sold out quickly, so the American beer brand is upping production for 2019.
The limited-edition product is virtually the same in price and contents, but the label's badge is more like that of the traditional Miller High Life 12-ounce bottle with a slight diagonal orientation framed in gold and green.
Though they'll be more Champagne-bottled Miller High Life to go around this year, a company rep speaking to Food & Wine still urges fans to start looking right now, as the buzzworthy release hits shelves this month with a suggested retail price of... $3.49.
For New York City residents who miss out—or prefer to save they're hard-earned dollars for actual Champagne—the Miller High Life crew will be touring a custom vending machine stocked with 150 bottles around the city. Each will be dispensed totally free-of-charge on a first-come, first-serve basis.
“People are pumped when they see them, and it makes them want to go out and buy a couple,” said Nigel Jones, marketing manager for the Miller family of brands. “As soon as these bottles start hitting the floor, we see a ton of excitement and a flood of photos on social media. The rule of thumb is that if you see it once, jump on it because it tends to sell out quickly.”