Miller High Life, Tie Bar launch new merch collaboration

Miller High Life is welcoming newlyweds to the high life.

The Champagne of Beers is gearing up for wedding season with a tie-in with Tie Bar, purveyor of men’s quality formal wear. The limited-edition merchandise line, which includes High Life-branded ties, cufflinks, socks and even a garment bag that doubles as a cooler, will liven up any occasion at prices that won’t sink the wedding budget, says Bob Vydra, associate marketing manager for Miller High Life.

“As the Champagne of Beers, Miller High Life is a natural choice to celebrate memorable moments like weddings. Now everyone from the wedding party to guests can add the High Life to their wardrobe, too,” he says.

Launching today on Tie Bar’s website, the new collection lands as American couples are planning more weddings than they have in years, with about 2.5 million marriages on deck this year, according to the Wedding Report.

Miller High Life, a key focus brand in Molson Coors Beverage Company’s economy beer portfolio, has long been associated with celebratory occasions, from everyday achievements to everlasting love.

In recent years, the brand has put its stamp on wedding season by performing doorstep weddings for couples who had to postpone their ceremonies and with its popular champagne coupe cans.

As it helps couples celebrate their special day, Miller High Life is also seeing good news of its own. It’s the No. 2 share gainer in the economy beer segment, year to date, according to IRI data, growing nearly half a point in the last four weeks. It’s also growing its share of total beer, IRI data show.

“This is a welcome trend that we’re proud to see,” Vydra says. “It shows people continue to reach for High Life as a trusted classic to celebrate special moments, whether at home or out with friends.”