Miller High Life declares Milwaukee the Champagne of beers region

Miller High Life Champagne of beers

Miller High Life, also known as The Champagne of Beers, is following in the footsteps of Champagne, France, by proclaiming the area around it’s Milwaukee Brewery ‘The Champagne of Beers Region’ in a new campaign by adam&eveNYC.

Miller Beer Champagne campaign 

The campaign is timed to coincide with National Tourism Day in the US on 7 May, and to make it truly official, the brand also is 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 champers vintage.

The campaign features TV and online ads, created by adam&eveNYC, 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 3 May on 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 at

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 sent to

“Miller High Life has a rich history in Milwaukee, stretching back over a century”, said adam&eveNYC Creative Directors Toby Kennedy and Jordy Molloy. 

“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?”