Miller High Life is bringing dive bars to young people’s backyards. Brands ontinue to get the hang of pandemic marketing, and Miller High Life is the latest to get creative with experiencification during COVID. Though some bars have started opening up in the U.S., YPulse’s After Corona research found that 40% of 21-39-year-olds won’t be comfortable going out to bars until months after quarantines are lifted. So for those missing their local dive, the beer brand is giving one lucky fan the chance to win a “branded, furnished dive bar” in their own backyard. The “glorified shed” will feature an actual bar with branded tap handles, artwork, barstools, a popcorn machine, sticky floors to encapsulate the “dive bar” feel, doors to conveniently enter and exit, and a supply of beer that is expected to “last through the end of 2020.” (Adweek)
