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National Tourism Day? Never heard of it
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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.
The campaign was timed to coincide with National Tourism Day in the US on May 7th, 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 Champagne of Beers.
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You might not equate Milwaukee with the Champagne region of France as a tourist destination. 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 an ad 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 of Chicago s MolsonCoors 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.
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