The Miller Champagne has been created as a conceptual product for the Miller High Life brand as a cheeky take on the brand's iconic libation. Created by Matt Erickson of the Cue creative agency, the concept product expands on the brand's slogan as being "The Champagne of Beer" by formulating a new product known as "The Beer of Champagne." The champagne has been created in regular and light varieties, and identifies what could be done to create a libation that is a high-end take on an accessible brand.
The Miller Champagne concept has been created with exceptional branding that makes it appear as a high-end bottle of sparkling wine, while the marketing materials include sunglass-wearing models posing elegantly with glasses of the product.
Key Themes Behind This Trend
- High-end Conceptual Products
- Brands can create conceptual products that play on existing slogans and ideas to create new, high-end takes on accessible products.
- Disruptive Branding
- Exceptional branding can be used as a disruptive means to change the perception of a product or brand in the market.
- Hybrid Beverages
- Creating hybrid beverages is an innovative way of expanding product lines and possibly appealing to new markets, just as Miller Champagne combines beer and wine elements to create a new, unique product.
Where This Applies
- Beverage
- The beverage industry can create new products and expand their offerings by exploring hybrid beverage options and formats.
- Marketing
- Disruptive branding and innovative marketing techniques can create new opportunities for businesses and help boost product sales and brand recognition.
- Alcohol
- Alcohol companies can explore new ways of creating exceptional branding, such as that used for Miller Champagne, to create new, concept-driven product offerings.
