Miller Lite: Beers & queer history

Miller Lite, a US lager, highlighted the importance of America’s queer bars by producing a short history book and generating over 500m media impressions.

The Situation

Since the very beginning, America's queer bars have played a critical role in the modern gay-rights movement. But they are disappearing. Since 2007, 37% of them closed—taking with them an important piece of LGBTQ+ history and depriving communities of vital, safe gathering spaces.

As a long-time fixture in these spaces, Miller Lite understood the stakes.

A year earlier, the brand had unveiled its "Open & Proud" initiative, to help make the 55,000 bars that serve Miller Lite become more inclusive to the LGBTQ+ community through local town halls, training guide development and implementation, plus continued support...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands