• by Teresa Buyikian , April 7, 2025

The Champagne of Beers is launching its new music platform by promoting a novel spin on the familiar sounds of an old-school dive bar.

Miller High Life’s “Soundtrack to the High Life” is a new year-long music initiative “honoring the authentic moments where great music and The Champagne of Beers come together,” according to the  company.

The first moment honored is the place where consumers are most likely to find the beer: a classic dive bar, featuring sounds from “the electrified hum of the neon sign to the familiar click of selecting songs on the jukebox.”

The brand has “bottled up” those low-brow bar moments into “Dive Bar Sounds,” a collectible LP album with images that look like spilled beer encased within the vinyl itself.

Album tracks include “Welcome to the Dive,” which includes "percussive sounds of pool balls, with subtle notes of the classic High Life jingle woven throughout.” “Champagne Nights” features the “signature hiss” of bottles being opened, with "the effervescent dance of bubbles rising to the top." Closing out the album is “Last Call Symphony,” “a low-fi melody featuring the hum of High Life neon signs and the closing time bell that feels like your final waltz out of the dive bar.”

"We're creating authentic music experiences that welcome fans to live the High Life through the universal language of music,” said Frank Cirone, senior director of marketing for Miller High Life, in a release.

“Dive Bar Sounds” drops on April 10, which is known in the U.S. as National Record Store Day. It will be available on the Miller High Life website for $18, with additional limited quantities for preorder on April 11 and post-order April15 and 16.

The dive bar album sets the tone for the platform, which will host a range of music experiences throughout 2025. The first is a sponsorship of Grammy-nominated singer and rapper Teddy Swims' 2025 North American tour, with giveaways of tickets and VIP experiences. Miller High Life has also partnered with digital jukebox network TouchTunes and Fender guitars for additional giveaways.

The brand is promoting the new music platform though its website, on Instagram, and other social media platforms.