Miller High Life dresses up for expected wedding boom with Tie Bar deal

Diving brief:

  • Miller High Life, owned by Molson Coors, has partnered with direct-to-consumer formal menswear brand The Tie Bar on a line of wedding-themed merchandise, according to a statement.
  • The limited-edition collection is available on the Tie Bar website and includes cufflinks, ties, socks and a garment bag that doubles as a cooler. A groomsmen gift set includes red dress socks, a leather koozie and a silk clutch.
  • The partnership comes as wedding season approaches and large in-person events are once again becoming commonplace after years of COVID-19 restrictions.

Overview of the dive:

With online shopping for wedding-related products On the upside, Miller High Life is leveraging a long-term strategy of aligning beer with nuptials to reach online shoppers through a limited-edition collection of groomsmen accessories. The partnership with Tie Bar comes as experts predict a “marriage boom” in 2022, when COVID-19 restrictions have been eased significantly or removed entirely. A estimated at 2.6 million marriages are scheduled to take place in 2022, compared to 2.2 million weddings in 2019. At the height of the pandemic, many weddings were postponed because in-person celebrations were forced to a halt.

Miller High Life has seen its sales increase in recent years, largely because of millennialswho showed a preference for online shopping. According to parent company Molson Coors, the beer is the second biggest share gainer year-to-date in the budget beer category.

The brand has also long positioned itself as a chic but economical beer. The brand claims that the color and bubbles of the infusion are indicative of champagne, inspiring the slogan “Champagne of beers”. The brand has gone as far as even sell the beer in champagne bottlesmaking a connection to weddings an easy extension for the beverage.

Tie Bar has grown into a business by providing men’s clothing for such occasions, with affordable and fun options. It matches the image that Miller High Life tries to project, chic but affordable. The timing of the rapprochement is in keeping with the wedding season, which tends to last from late spring to early fallwith weddings peaking in June and September.

The partnership with Tie Bar isn’t the first time Miller High Life has tried to slot into a couple’s big day. In 2020, the brand hosted “home weddings” for those who had to cancel or postpone their ceremonies due to the pandemic. The stunt was used to promote the limited-edition Miller High Life “Couple Cans”, which feature beer being poured into a champagne glass.

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