Miller High Life's DIY Kit Lets Consumers Build Their Own Gingerbread Dive Bars

The brand has staked its marketing claim on blue-collar watering hole culture

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According to folklore, there was a fabulous gingerbread house hidden deep in the woods, though stumbling on it nearly spelled doom for curious kids Hansel and Gretel.

In more contemporary mythology, elaborate model homes made of the spicy cookie dough came straight out of the pristine North Pole.

But when the architect is Miller High Life, the setting will be different, and so will most of the details. Welcome to the Gingerbread Dive Bar, located on the wrong side of the tracks, with sticky floors, dim lighting and beer-infused walls.

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