Miller High Life calls its Milwaukee brewery 'The Champagne of Beers Region'

Miller High Life is following in the footsteps of Champagne, France, by proclaiming the area around its Milwaukee Brewery 'The Champagne of Beers Region' in a new campaign by Adam&EveNYC.

The campaign is timed to coincide with National Tourism Day in the US on May 7, and to make it truly official, the brand is also petitioning the local government to establish a new permanent beer region around the Miller Brewery’s grounds in Milwaukee and declare that only beers invented inside the brewery’s very specific borders, be considered a Champagne of Beers.

The campaign features TV and online ads announcing the move which also includes making one lucky consumer the official Champagne of Beers Region Ambassador, giving them $20,000, beer for a year and an all-expenses paid trip to Milwaukee, WI, to go along with their new title.

The campaign runs across the US from May 3 across social, retail and TV. It will also feature in sports stadiums.

Miller High Life is encouraging fans to sign its official petition to designate the brewery grounds as the Champagne of Beers Region.

Fans are also invited to enter the competition to become Champagne of Beers Region Ambassador by explaining why they’re up to the task in a creative and original post of 50 words or less.

Adam&EveNYC creative directors Toby Kennedy and Jordy Molloy said, "Miller High Life has a rich history in Milwaukee, stretching back over a century. The brewery sits on hallowed ground. And we figured, if champagne can only come from Champagne, France, then why is The Champagne of Beers any different?"

CREDITS

Client: Molson Coors

Chief marketing officer: Michelle St. Jacques

VP, head of Miller family of brands: Sofia Colluci

Senior marketing manager: Anne Pando

Marketing manager: Katie Lombardi

Associate manager: Lucy Bloxam

Creative agency: Adam&EveNYC

Chief creative officer: Richard Brim

Executive creative directors: David Brown, Daniel Bonder

Creative directors: Toby Kennedy, Jordy Molloy

Managing director: James Rowe

Agency head of production: Victoria Bennett

Executive producer: Gemma Conway

Agency producer: Sion Prys

Account director: Jasmine Jabbour

Account supervisor: Sophie Jacoel

Head of design: Mitch Horton

Media agency: Connect

Production company: PDK Films

Director: Raúl B Fernández

Producer: PJ Fishwick

Director of photography: Raúl B Fernández

Art director: Mark Dalpra

Production supervisor: Shannon Leahy

Asst. production supervisor: Matt McGrath

DIT: Nolan Treolo

Key costumer: Shanna Shackle

Camera: Jana McClain

Editorial: Whitehouse Post

Editor: Brian Gannon

Edit Assistant: Jesse Richard

Producer: Colin Hohman

Audio: Mr Bronx

Sound engineer: Dave Wolf

Executive producer: Hanna Choi

Post production: Carbon

Colorist: Aubrey Woodiwiss

EP, Color: Laurie Adrianopoli

Flame artist: Joe Scaglione

Head of production: Kate Soczka