With Beer Deal, Harley-Davidson Rides the High Life

on 30/05/13 at 11:30 am

Booze News

imagesMost automakers might slam the brakes on a marketing partnership with a beer company for, well, obvious reasons. Not so for Milwaukee neighbors Harley-Davidson (HOG) and Miller High Life, which this week announced a multiyear collaboration that will produce Harley-branded beer cans and High Life-styled hogs in time for summer.

The two products are celebrating overlapping 110th anniversaries this year, and while they’ve teamed up for marketing events over the past two decades, this marks the brands’ first long-term arrangement. But don’t expect to see motorcycles running on tanks full of the “Champagne of Beers.” To start, the pact will bring commemorative Harley-Davidson designs to 16-ounce High Life cans and the packaging for 12-ounce bottles. Also, 150 Harleys decked out in High Life graphics will be given away.images1

 

FULL STORY via BloombergBuisnessWeek