More

    Miller High Life serves up dive bar-inspired ice cream

    • Miller High Life, owned by Molson Coors, has partnered with ice cream company Tipsy Scoop to produce a Miller High Life-infused ice cream bar, per information shared with Marketing Dive.
    • The ice cream, which contains 5% ABV, is intended to remind consumers of a dive bar by incorporating peanuts, caramel, dark chocolate, tobacco smoke flavor and carbonated candy.
    • The ice cream, which is now available for purchase online, can be bought in packs of six for $36 or a single bar for $6 on TipsyScoop.com, Goldbelly.com and in Tipsy Scoop’s three New York City Barlours. The summer snack is the latest in a string of Molson Coors novelty products intended to promote the brand.

    As summer enters its final weeks, Miller High Life is “adultifying” a classic summer treat. The boozy ice cream is intended to invoke the beer’s dive bar heritage while also invoking playfulness as it attempts to reach consumers in an increasingly competitive alcoholic beverage market.

    “These are premium ice cream bars that are reminiscent of all the scents and tastes of the dive bar that you actually want to taste,” said Bob Vydra, associate marketing manager for Miller High Life, in a blog post.

    Miller High Life, with the slogan “Champagne of Beers,” has long positioned itself as both classy yet economical. The upscale ice cream pops play into that brand image by putting a decadent, elaborate spin on a cheap treat. The ice cream, which has a higher ABV than actual Miller High Life, is bound to appeal to the senses of both beer fans and those who enjoy unique products.

    The beer has seen a resurgence in recent years, largely due to millennial interest. This age group, while showing an affinity for budget beers such as Miller High Life and Pabst’s Blue Ribbon, has also demonstrated a taste in premium products. The ice cream bar marries those two concepts.

    The ice cream bar activation comes a few months after the brewer partnered with the Tie Bar, a direct-to-consumer formal menswear brand, to create a limited-edition wedding collection. Miller High Life’s parent company, Molson Coors, has also unveiled an extensive lineup of novelty products in recent months across a number of brands, such as Miller Lite flavored drops and Coors Light mosquito traps, and introduced a “Grill Share” program through Miller Lite that includes local pop-up stations and nationwide giveaways.

    spot_img

    Latest articles

    Related articles

    spot_img