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."