Missing Dive Bars? Miller High Life Will Bring One to Your Backyard

One fan can snag a personal watering hole valued at $10,000

Photo of Miller High Life
The dive bar comes with wood paneling and sticky floors, of course. Miller High Life
Headshot of Ian Zelaya

Dive bars in certain parts of the world opened back up for outdoor service this summer, but it’s unclear whether local watering holes (in states that experience seasons) can safely host patrons inside this fall and winter due to Covid-19.

For U.S. consumers who can’t or don’t want to hit up their favorite dive bars during the colder months, Miller High Life is offering a chance to have their own, pandemic-approved dive bar delivered to their backyard.

The champagne of beers has launched a contest where fans can enter to win a branded, furnished dive bar valued at $10,000. Now through Sept. 22, consumers 21 and older can enter to win the bar by texting “DIVEBAR” to 90464 or online at HighLifeDiveBar.com.

“We’re launching the Miller High Life Backyard Dive Bar to remind people that even though fall is upon us and their favorite bar might not be open, a refreshing High Life can be enjoyed from the comfort of their own yard,” Lucy Bloxam, associate marketing manager at Miller High Life, said in a statement. “We want to keep the outdoor drinking occasions going and wanted one lucky winner to have the perfect space to do it.”

The pop-up, which the brand describes as a “glorified shed,” will include:

  • An actual bar with Miller High Life tap handles
  • Branded artwork and barstools
  • A popcorn machine
  • Sticky floors (It’s a dive bar, remember?)
  • Doors for families to open or close at their convenience
  • A seat for a self-appointed bouncer, in case neighbors try to crash
  • A supply of beer that will last through the end of 2020, according to the brand

The brand will announce the winner shortly after entries close, and will deliver the dive bar via freight to the fan’s doorstep.

Miller High Life, owned by Molson Coors Brewing Company, also reached quarantined consumers in May by reviving its High Life Man ads after a 15-year hiatus.

ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.