We’ve seen beer-flavored lollipops to keep us calm during March Madness. But, what about beer-infused popsicles to keep us cool during the dog days of summer? That’s what Miller High Life is doing for its next promotional product.
And, get this, they have a clever little name for them too: Dive Bars.
Each part of the popsicle is meant to invoke the experience of drinking in your favorite real-life hole-in-the-wall bar. There are peanuts (which is pretty self explanatory), caramel (to represent the sticky floor), and dark chocolate (meant to serve as the wood paneling and low lighting). It also reportedly has “a hint of tobacco smoke,” according to Adweek.
“Every sense is accounted for,” Bob Vydra, associate marketing manager for Miller High Life, told Adweek.
And, yes, it is actually alcoholic. It’s 5% ABV, in fact—not so dissimilar to a real Miller High Life.
The Dive Bar, which went up for sale last week, was limited to only 2,000 bars at TipsyScoop.com and three New York “ice cream barlours.” Customers could buy a six-pack for $36 or a single for $6.
Miller High Life has leaned into the dive bar as a branding aesthetic for a couple of years now. During the height of the pandemic, the brand gave away “backyard dive bars” worth $10,000 while bars were still shut down.
Drink outside year-round in your own backyard dive bar. Enter for a chance to win a Miller High Life backyard dive bar stocked with all of the essentials: a popcorn machine, dim lighting, and the right High Life decor. Enter here: https://t.co/6DHASjgVXz pic.twitter.com/daFGlkF1RN
— Miller High Life (@millerhighlife) September 9, 2020
It also create a gingerbread dive bar kit last year during the holiday season.
Holiday traditions are better when you live the High Life. Introducing the High Life Gingerbread Dive Bar Kit, made so you can bring the High Life home for the holidays. Supplies are limited, so pick yours up today at this link: https://t.co/2j75GZ3EDb pic.twitter.com/dft3cjGjLT
— Miller High Life (@millerhighlife) December 6, 2021
Surprisingly, the Dive Bar ice cream is still available on Tipsy Scoop’s website. But, based on previous promotions from competitors, this will surely sell out soon.
It’s one thing to just create ice cream or candy, but the way Miller incorporated the whole sensory experience and used that to influence flavor is a clever move that adds some fun. There aren’t too many other popsicles around with hints of tobacco smoke, that’s for sure.
