Miller High Life is lobbying to make area around its Milwaukee brewery an official 'Champagne of Beers' region

The brand is also hiring an ambassador at a $20K salary as part of stunt for National Tourism Day

Published On
May 06, 2021

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You might not equate Milwaukee with the champagne region of France when it comes to comparing tourist destinations. But Miller High Life is building on the longstanding claim that it's the "champagne of beers" by turning its hometown into a go-to stop on your travel bucket list. 

In a campaign for National Tourism Day from Adam&Eve/DDB's New York office, the beer brand is lobbying for the area around its Milwaukee brewery to be designated a special region. The brand is petitioning the Milwaukee Common Council to establish an official region and declare that only beers invented within its strict borders—around the Miller Brewery—will be considered the "Champagne of Beers."

People can sign a petition online to support the idea, and Miller is also hiring an ambassador for its cause who’ll earn a $20k payout, as well as an all-expenses-paid trip to Milwaukee to tour the brewery. Anyone can apply by visiting the website by May 21 and writing an original and creative post about why they want the job. 

“We respect Champagne, France as a tourist destination and the weight that name carries for the sparkling wine—but we’re all about beer at Miller, and with our long history of brewing, we wanted to give beer lovers a tourist destination they deserve," said Anne Pando, senior marketing manager for Miller High Life, in a statement. "To up the ante and get our loyal fans excited for the new region, we put a call out to High Life lovers far and wide, encouraging them to apply to become the first official ambassador to our new region—it’s the ultimate “dream job” for any Miller fan."  


May 06, 2021
Client :
Miller High Life
Agency :
adam&eveDDB-New York
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
Chief Creative Officer :
Richard Brim
Executive Creative Director :
David Brown
Executive Creative Director :
Daniel Bonder
Creative Director :
Toby Kennedy
Creative Director :
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 :
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
Nolan Treolo
Key Costumer :
Shanna Shackle
Camera :
Jana McClain
Editorial :
The Whitehouse Post
Editor :
Brian Gannon
Edit Assistant :
Jesse Richard
Producer :
Colin Hohman
Audio :
Mr Bronx Audio
Sound Engineer :
Dave Wolfe
Executive Producer :
Hanna Choi
Post Production :
Colorist :
Aubrey Woodiwiss
EP Color :
Laurie Adrianopoli
Flame Artist :
Joe Scaglione
Head of Production :
Kate Soczka

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