Mr. Peanut®, meet the Champagne of Beers.

Two staples of dive-bar culture - Miller High Life and PLANTERS® peanuts - are coming together for the first time, kicking off summer with a new partnership they're calling "A Match Made in the High Life." It includes co-branded merchandise, retail displays and more.

"There's something about the simple pleasure of eating peanuts and drinking a beer, and bringing these two iconic brands together makes a lot of sense," says Lucy Bloxam, marketing manager for Miller High Life.

The partnership kicks off today with the release of an exclusive line of t-shirts, sweatshirts, hats and more, available on High Life's digital storefront.

And the brands are offering legal-age consumers a chance to win free Miller High Life and the world-famous peanuts for a year, along with a $500 gift card to Miller High Life's shop site to outfit their home like a classic dive bar. Consumers can enter to win by scanning a QR code on select packs of Miller High Life or by The sweepstakes lasts through Sept. 5.

The partnership will show up in the off-premise, as well, with a set of co-branded retail tools showcasing the relationship between Miller High Life and the best-selling peanut brand in the U.S. Miller High Life is also releasing thematic packaging this summer celebrating its heritage; 12 packs of bottles, and 18-, 24- and 30-packs of 12-ounce cans will feature the limited-edition packaging and the sweepstakes QR code.

And fans can expect to see a presence in their favorite bars and restaurants, as well, with new neon signs and coasters.

"These are two legendary brands with a lot of history. Miller High Life was first brewed in 1903, and PLANTERS® peanuts were first introduced in 1906. That's a lot of nights making friends at local dives," Bloxam says. "It's such a perfect collaboration because our fans were already enjoying these brands together everywhere from the ballpark to the bar, and now we get to formally acknowledge that perfect match."



Molson Coors Beverage Company published this content on 09 May 2023 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 09 May 2023 18:07:08 UTC.