SABMiller plc: Miller High Life campaign

Mark Lane

For much of the twentieth century Miller High Life had been the flagship brand of the Miller Brewing Company (which became SABMiller plc in 2002) and one of America's best-selling beers, but during the 1980s, as light beers exponentially gained in popularity, High Life's sales declined sharply.

SABMiller plc: Miller High Life campaign

Mark Lane

OVERVIEW

For much of the twentieth century Miller High Life had been the flagship brand of the Miller Brewing Company (which became SABMiller plc in 2002) and one of America's best-selling beers, but during the 1980s, as light beers exponentially gained in popularity, High Life's sales declined sharply. Miller stopped supporting the brand with national advertising, focusing its attention instead on its leading products, Miller Lite and Miller Genuine Draft, and in 1993 the company downgraded High Life's pricing to subpremium, taking it out of competition with leading full-calorie beers like Budweiser....

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