Among the more optimistic advertising slogans (“I’d like to buy the human being a Coke,” “Diamonds are Forever”) lies müller High Life’s “The Champagne that Beers” assertion. It’s therefore bold it reads virtually as a dare, like once a celebrity self-identifies together down-to-earth in an interview plank a exclusive plane. Miller’s Champagne dreams, however, room surprisingly grounded in reality.

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When fearbut (now MillerCoors) presented the lager, in 1903, bottled beer to be a rarity. Most turn-of-the-century drinkers might only acquisition beer in taverns. They either consumed it on-site, or toted it home in lumber or steel pails, as a kind of proto-growler system.

High Life debuted on new Year’s eve 1903 in clear glass bottles designed to showcase the beer’s clarity. The elongated necks to be deliberately modeled after Champagne bottles. “Also, at assorted times throughout its history and especially early on on, High Life had ornate silver paper that extended the cap and top of the neck — similar to the way Champagne is sold,” Charlie Hosale, archivist in ~ the MillerCoors brewery in Milwaukee, claimed in a 2015 interview.

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Miller High Life, then dubbed “The Champagne of Bottled Beers,” was positioned as luxurious in this 1907 advertisement. Credit:

When Philip Morris Cos. Got the brewery in 1969, High Life was considered a deluxe product. McCann-Erickson, the label’s new advertising firm, gave High Life an everyman rebrand under the “Miller Time” campaign. Indigenous 1970 come 1978, müller High Life sales quadrupled, according come AdAge.

Last year, slumping sales prompted another new firm, Quaker City Mercantile (of Hendrick’s Gin and also Lo-Fi Aperitifs fame) to go back to a 1971 “Miller Time”-era tag, “If You’ve acquired the Time, We’ve acquired the Beer.” Sales apparently jumped 5.8 percent in the weeks bordering the point out in November 2016.

See more: Did Coca Cola Try To Be Less White, Verify: No, Coca

The initial “Miller Time” campaign was conceived through legendary advertising executive and also lyricist invoice Backer, who likewise created Coca-Cola’s 1971 “Hilltop” commercial. The auteur behind the “Champagne of Beers” concept sadly remains unknown.

This 1972 print advertisement from the “Miller Time” campaign repositioned High Life as a functioning man’s beer. Credit: