Miller Brewing is launching Miller High Life Extras, a points-based loyalty
program that rewards consumers who are “living the high life.” Consumers earn
points by purchasing specially marked 12-packs or 30-packs of Miller High Life
and Miller High Life Light. Each bottle or can is worth 10 points.
uploading point codes at MillerHighLife.com, consumers can receive merchandise
ranging from High Life screen savers (worth 60 points) to branded fire pits used
for campfires (worth 31,000 points). Other merchandise includes a Miller High
Life deliveryman shirt, boxer shorts, a hooded sweatshirt and baseball caps.
Miller Launches Year-Long Loyalty Program
Miller Brewing claims it has created the first loyalty program of its kind for the beer category, which allows consumers to earn redeemable points when they purchase specially marked packs of beer.
The Milwaukee brewer this week launched Miller High Life Extras, a points-based loyalty program that will reward consumers who are “living the high life.” Advertising will include print in April issues of Sporting News, Outdoor Life and Popular Mechanics, and an outreach in online entertainment guides such as Metromix and Austin 360, targeting 25- to 46-year-old males in 24 markets.