miller lite beer tour

Welcome to the Miller Brewery Tour, Where It's always Miller time!

Here in Miller Valley we define hospitality in a whole new way. From your personal tour guide to the ghost of Frederick Miller, you will experience over 160 years of brewing history with a modern-day twist.

International visitors and local guests alike experience something new with every tour. Gift shop keepsakes and an unforgettable exploration of the Milwaukee Brewery awaits you! More importantly, you will end every tour with our famous hospitality and what everyone is waiting for – ice cold beer! Relax and enjoy your brews in our Visitor Center, Bavarian-style Miller Inn or outdoor Beer Garden (seasonally) with friends and family at this historic Milwaukee landmark.

We hope to see you for your Miller Time soon!

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Miller Brewery Tour

4251 W. State St. Milwaukee, WI 53208

414-931-BEER (2337)

Miller Brewery Tour

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Most Recent: Reviews ordered by most recent publish date in descending order.

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Miller Brewery Tour - All You Need to Know BEFORE You Go (2024)

• Mon - Fri 10:00 AM - 5:00 PM
• (0.44 mi) Schuster Mansion Bed & Breakfast
• (0.52 mi) Manderley Bed and Breakfast
• (1.08 mi) Ambassador Hotel Milwaukee, Trademark Collection by Wyndham
• (2.11 mi) Hyatt Place Milwaukee Downtown
• (2.35 mi) The Trade, Autograph Collection
• (0.84 mi) Story Hill BKC
• (0.42 mi) Valley Inn Bar & Restaurant
• (0.44 mi) Triciclo Peru
• (1.42 mi) Sobelman's Pub & Grill
• (1.80 mi) Mad Rooster Cafe

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Visitors Guide

Read great stories and find insider tips about Milwaukee

From Miller to Lakefront, here are 5 brewery tours to check out in Milwaukee

Milwaukee is known as Brew City for a reason. Once home to some of the country’s largest breweries — Pabst, Miller, Schlitz and Blatz — today the city builds on that legacy with a burgeoning craft beer scene.

Many breweries in the city offer a chance to get a closer look at their history and brewing process through brewery tours.

We set out to go on some of Milwaukee’s best known tours and see what makes them great.

For this list we considered breweries that hold weekly public tours. Many smaller breweries in Milwaukee host tours a few times a year, or allow groups to set up private tours.

From the best brewery tours for families (yes, families, because this is Wisconsin) to where you can learn the most about beer, here are five brewery tours to check out in Milwaukee.

Best for comedy: Lakefront Brewery

Our tour guide Sergio "Serg" Sepulveda provided brewery information and well-delivered jokes on our Lakefront Brewery tour, as is the norm for this spot. Every Lakefront Brewery tour I've been on has a guide who easily pulls laughs from the crowd and keeps everyone engaged.

The tour started in a private taproom where attendees grabbed a beer, one of four 6-ounce pours that were included on the tour, delivered via beer token. Serg gave a history lesson on brewing from its origins in Mesopotamia to when Lakefront's co-owner, Jim Klisch, made his first batch of Riverwest Stein. Serg followed that with the history of Lakefront, one of Milwaukee’s largest craft breweries.

Weekend tours go through the production facility and lead to the historic Bernie Brewer's chalet that was in the Brewers' old home, Milwaukee County Stadium. Since we were on a weekday tour, it skipped that portion and went straight to the brewery's new canning area.

While canning was a worthwhile shift from bottling for the brewery — cans are infinitely recyclable and are helping the brewery boost shipping efficiency by 50%, cutting down on carbon emissions — it did take away a cherished "Laverne and Shirley" bit from the tour. Previously, tour guides turned on the bottling line and would pick an attendee who would put a glove on a bottle as it moved down the line, like in the show's opening credits.

While the guide still played the show's theme song and got our group to sing and dance along, the bit no longer includes the glove part because the canning line does not turn on as fast. Sometimes the tour attendee who most enthusiastically sings and dances along gets an extra beer token.

The tour did still include the bung hole bit. Go on one yourself to find out what that is all about.

• Cost: $12 on weekdays, $15 on weekends; advance online purchase required; age 21 and older only unless supervised by a parent or legal guardian
• Hours: Starts on the hour noon to 3 p.m. Sunday and 4 to 7 p.m. Monday through Thursday, and on the half hour noon to 7 p.m. Friday and noon to 6 p.m. Saturday
• What you get: Four 6-ounce pours, Lakefront pint glass or key chain, and a coupon for a free Lakefront beer to be used at nearby bars within three days
• Accessibility: The tour includes stairs, but there are ramps into the tour room and to the lower level for accessibility.
• Location: 1872 N. Commerce St.
• More information : lakefrontbrewery.com

Best mix of past and present: Miller Brewery Tour

I got to the Miller Brewery tour a little before 10:30 a.m., with the next available tour at 11 a.m. They are offered first-come, first-served on every half hour from 10:30 a.m. to 2:30 p.m. daily.

While waiting, I checked out the connected gift shop and grabbed a complimentary bag of pretzels. I also learned about the history of the brewery from 1855 to today from a timeline that spans two full walls in the waiting area.

The tour started with the guides handing out a taster of Miller Lite while sharing information about the brewery in a theater room. It then moved outside for a three-block walk through the W. State St. campus to the brewing facility.

The only optional part of the tour was to climb 56 steps to view the tanks in the brewing facility where Molson Coors, Miller's parent company, makes beer for a 10-state region. The modern facility is across the street from the original brewhouse, visible from outside the brewing facility or after climbing the steps. The building was not part of the tour.

To cool off after walking in the brewing facility, which was hot in the upper level, the tour went underground to the historic caves that were created in the 1800s and sealed off in 1906. Frederick C. Miller, grandson of Miller founder Frederick J. Miller, reopened the caves in 1953, and they have been part of the tour ever since.

The caves were a unique view into how brewing was possible before electrical refrigeration, with tools that would have been used by brewers in the past.

The tour then went to a historical inn on campus that once sold Miller beer and had rooms for overnight guests; today it's used mostly for events. Fredrick C. Miller imported stained glass windows from Germany along with antique steins for the inn that are still there. It's also home to letters written by Fredrick J. Miller and a diorama of the current campus.

The tour wrapped up with stops at the bottling facility where 600,000 items are bottled daily and the warehouse where about 1 million cans and bottles of product are stored.

The tour ended at an outdoor beer garden where visitors could try various Molson Coors products for free.

• Cost: $10; free for ages 20 and under (no beer samples)
• Hours: Walk-ins only with limited space, running on the half hour from 10:30 a.m. to 3 p.m. Thursday and Friday
• What you get: Four 4-ounce pours and a Miller glass
• Accessibility: The tour includes stairs, but accessible tours are available by calling (414) 931-3552 at least 24 hours in advance.
• Location: 4251 W. State St.
• More information : millerbrewerytour.com

5 breweries that made Milwaukee famous: Miller, Schlitz, Pabst, Gettelman and Blatz

Best for history: The Best Place at Pabst Brewing

This historic brewery doesn't actually brew in Milwaukee anymore, but the site where Pabst Brewery was founded is still worth checking out. Beer enthusiasts who take multiple tours on this list will also see Pabst’s influence in almost every one.

The tour stared in the historic brewing complex's Blue Ribbon Hall with a presentation on the history of the brewery and the option to enjoy a pint of Pabst or Schlitz, which is included in the ticket price.

The tour guide talked about how Pabst started as Jacob Best Brewery in 1844. Their original building on a historic plank road, today’s State Street, was sold to Fredrick J. Miller who started Miller Brewing.

The history lesson continued with a tour guide explaining how the brewery moved to the current campus, and how Captain Fredrick Pabst took over and grew the brewery to be the largest lager brewery in the world at one time.

From the main floor of the hall the tour moved to the balcony, while passing a section of the building that is being refurbished. Paystubs and letters on the wall on the way up showed the brewery's more recent history before it left Milwaukee in 1996.

The tour was peppered with interesting facts about the nearly 170-year-old brewery, like how Pabst did not want his name on the beer, and that the employee's union successfully bargained to get a free pint of beer per shift.

Next the tour moved to the Great Hall, which is not often open to the public but is popular as a wedding and event space.

It has stained glass, ornate wood finishes and Fredrick Pabst's original office. Below that is a speakeasy with a jail cell. According to our tour guide, it was for Pabst employees who may have had more than their single free beer during their shift and became drunk and unruly.

The tour then passed the courtyard which has a statue of King Gambrinus, the patron saint of beer, and ended in the guest center that has German saying along its walls.

• Cost: $14 for adults, $12 for students, military and seniors (age 60 and older); free for kids 13 and under
• Hours: On the hour at noon, 2 and 4 p.m. Monday, Thursday and Sunday; noon through 4 p.m. Friday; 12, 2 and 4 p.m. Saturday
• What is included: A pint of Pabst or Schlitz beer or soda, with $4 refills
• Accessibility : The tour includes stairs with elevators available for those who need assistance.
• Location: 917 W. Juneau Ave.
• More information : bestplacemilwaukee.com/tours

Best for learning about brewing: Pilot Project

This new Milwaukee brewery tour might not be on many people's radars yet. My co-worker and I went on a Friday at 6 p.m. and were the only ones on the tour. Regardless, our guide gave an informative and entertaining tour.

Chicago-based Pilot Project is new to Milwaukee after they moved into the former Milwaukee Brewing Company space in late 2022 . They are a brewery incubator, meaning they help start-up breweries get to market, assisting them with supplies, marketing, canning and more.  

I'm not sure if it was because there were only two of us, or because they don’t push a singular brand, but I learned the most about brewing on this tour.

The tour started at the back bar where we could sample one of the five breweries that are currently their partners. We then moved to the balcony of the back space for a slideshow of their current partners and more insight into their diverse lineup.

Next, the tour moved to the tanks where we got an up-close view of the hot water tanks used to make beer, including a peek into the mash tuns where ingredients are brewed.

From there we moved to the fermenting tanks where we got a better view of the warehouse and brewing equipment.

One interesting artifact hanging there is a large neon Pabst Brewery sign that was found in the building. Pilot Project's space was the last building Pabst Brewery constructed before they left in 1996. The large sign was once used at the Pabst-sponsored stage at Summerfest.

The tour then went through the canning facility and ended in cold storage where beer is stored along with a variety of supplies. There the tour guide spoke more about those supplies and the different varieties of yeast, hops and malts that go into making beers.

• Cost: $18, for ages 21 and up only
• Hours: 6 and 7:30 p.m. Friday; 1, 2:30 and 4 p.m. Saturday
• What's included: Five 5-ounce pours and tasting glass
• Accessibility : The tour includes stairs, with elevators available for those who need assistance.
• Location: 1128 N. Ninth St.
• More information : pilotprojectbrewing.com/milwaukee

Best for families: Sprecher Brewing

Sprecher Brewing is popular not only for its local brews, but also its non-alcoholic root beer and cream ale. While there are limits on the beers included in the tour, there is unlimited soda for all. Children on our tour excitedly cycled through the new sodas on tap at the bar. They even had flights of soda, like ones that are usually used for beer.

The beers and sodas were poured in the main hall where tour-goers waited.

The tour started with the guide giving a history of the brewery as it moved into a hallway with photos and trophies from the brewery's various awards. Randy Sprecher opened the brewery in 1985 after being a brewing operator at Pabst.

The guide explained how Sprecher was hesitant to get into soda production, which began with root beer in 1989. It was a good business move as root beer alone makes up 75% of their sales and beer only 10%.

The tour then went through the production facility. Our tour was on Thursday, which is the only day the tour goes through the facility while it is operating. Because of the loud machinery, it was sometimes hard to hear the tour guide. It was interesting, though, to see brewing in production and people moving ingredients from trucks to tanks.

The tour then returned to the main hall where people could resume drinking while learning about the bottling process. There was also the option to walk single-file into the canning facility to get a more up-close view, before returning the main hall to enjoy the rest of the free beer and soda.

• Cost: $12 for adults, $5 for ages 20 and under, free for ages 5 and under
• Hours: 2, 3 and 5 p.m. Thursday; 2, 3, 5 and 6 p.m. Friday; noon, 1 p.m. and on the hour 3 through 6 p.m. Saturday; on the hour noon through 4 p.m. Sunday
• What you get: Four 8-ounce pours, Sprecher pint glass, unlimited soda
• Accessibility : The tour does not include stairs and has space for wheelchair accessibility.
• Location: 701 W. Glendale Ave.
• More information : sprecherbrewery.com

Beer Near A guide to Wisconsin breweries

Miller Brewery Tour

Review Highlights

“ The tour lasted about an hour and ended with not one, but three free beer samples with some pretzels. ” in 65 reviews

“ Then you walk over to The Miller Inn , a wood rich tavern like area to sit take a minute to pick a beer to enjoy. ” in 18 reviews

Location & Hours

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4251 W State St

Milwaukee, WI 53208

Miller Valley

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Hi，there are a group with 20 more people want to visit Miller Brewery Tour at July 19th and July 23rd. Can I preorder this?

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265 reviews

Cory made our tour legendary. Couldn't wait to get home and drink some ice cold Miller High Life. Will definitely recommend this tour to our friends and family visiting. CORY IS THE MAN One and only complaint was that they did not allow water. I paid full price and did not even drink (4months pregnant) but couldn't have my water.

We had a fantastic tour with Cory! Love the history of the buildings and the tour guide Cory's animated narration! The free samples of Miller along the tour route are awesome too.

See all photos from Lisa A. for Miller Brewery Tour

Very well done! Go on this tour, trust me, just go. There are surprises you won't expect, and a few you will expect (like beer samples included with your ticket). Entertaining, informative and interesting. Highly recommended!

Great tour that takes you through the high speed production line. It was awesome to see the behind the scenes manufacturing tour with one guy at the PLC. One guy to get Miller brand beer to you, high speed machines do the rest. Begining of the tour features a Miller lite sample. The star on the building is the European sign for quality brewing, come get your drink on. Next you go through a retro building with the wort in a copper vat. Then the mani facilities and storage. We saw one guy and his plc, then two guys and their fork lift. Next, beer garden where you will receive a taste of the high life. Then you pick two more samples. If you choose a seltzer you get a full can. Other selections are in a small cup. The fruited sour is better than the blue moon, better taste and more effervescent. Be prepared to walk and take tiny stairs.

See all photos from Dee M. for Miller Brewery Tour

Waited an hour and a half for the 2:30 tour. I have a bad knee injury. There is a part of the tour that requires steps. A lot of steps. I went up because I was excited to attend this tour of which I waited 90 mins for. Coming down the stairs took me a few mins longer due to my injury. When I made it out the rest of the tour was crossing the street and entering a building. I got left. No one checked for me. No one at the tour center seemed to care. Didn't offer a refund just "oh they left you". Also things I noticed. The girl (overweight white woman with shaved head) at the counter was dry and rude. Kept giving me interesting looks while booking the tour. I was told no samples before you tour but when other (white) people started showing up they were offered plenty of drink samples up until the time they departed. I'm not sure what you should take from Any of this. I was the only POC... hate to play the racist card but this whole encounter definitely gave that! Shame I was really excited for this tour! I work in this industry. My husband owns bars and nightclubs in NYC and I work consulting all over the country in this industry.I have toured Napa, Sonoma, Willamette, the finger lakes, Eastern Washington, the bourbon trail, Lynchburg, Bordeaux, etc... and I was so excited to indulge into Millers history. What a poor representation. Please do better

The tour through the brewery was fabulous! Our tour guides Jack and Eleni was very customer focused. Jack knew every fact you could possibly imagine and kept the group laughing and interested. Would highly recommend to anyone who appreciates history and BEER!!

Fantastic tour. You can't go wrong with the price... It's free. But everybody's time is valuable and this tour is worth everyone's time. You truly learned the history of brewing in Milwaukee. This is a must do tour when in town or when you are hosting visitors to our city. Great job Miller.

See all photos from Rick G. for Miller Brewery Tour

What fun! For $10 you get over an hour long tour, a souvenir glass, a beer to start the tour and three drinks in the beer tent after the tour!! They really show you a lot and explain the process of brewing as well as packaging and distribution! The history was very interesting!

The Miller Tour was the main reason we drove from Chicago to Milwaukee. Living a few miles from the Irwindale plant, we always wanted to tour the brewery but they do not do tours. Large private parking lot. Tours run all day, wait time is usually not to long. Tour costs $10. Takes almost the entire 75 minutes. No strollers allowed! You must use a body carrier if you have babies or toddlers. You get 4 pours throughout the tour. Very informative. Lots of walking. A few stairwells. Very hot if the sun is out and you are carrying a 30 pound baby on your chest. Our tour guide kept us entertained the whole tour. The whole plant is huge. So many buildings. I loved the og buildings where it all started. The beer cave was the coolest part of the tour. The ending you stop back where you start but get 2 beers in their tasting tent. Gift shop has a bunch of swag you can buy. Fun tour, worth the drive!

See all photos from Kevin W. for Miller Brewery Tour

My boyfriend, sister and brother in law did you tour on our trip back in June! Best $10 dollars we spent. Both my boyfriend and brother in law drink Miller lite so this was perfect for them. We learned alot about the beer and it's rich history. We enjoyed seeing the caves where beers we're originally brewed and kept. They provided about 3/4 tastings. With the 10 dollar fee you get a Miller lite glass that comes with it at the end of the tour. The guys had such a great time they wanted to do it again but we had to move on to other things. If you like beer, even if you don't.. this is a great inexpensive tour to do. It's totally worth the time and money!

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'Better together': Miller Lite, Luke Combs reignite close ties as tour kicks off

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Country superstar Luke Combs has never been shy about sharing his love for Miller Lite, whether he’s enjoying it onstage or writing songs inspired by the beer. 

Now the GRAMMY® award winner known for songs like “Beer Never Broke My Heart” and his cover of “Fast Car” is renewing his partnership with Miller Lite as he kicks off his North American tour – Miller Lite is the tour’s official beer partner – with plenty of opportunities for legal-age fans to win a chance to see him perform. 

THE BIG PICTURE 

Combs is one of the biggest country music stars around, selling out stadiums around the country and regularly drinking a Miller Lite while he performs. 

“He’s the most genuine brand fan we could have asked for, and we’re excited to share his love for Miller Lite with consumers this summer,” says Jamie Rubinstein, associate marketing manager for Miller Lite. “If you’re a fan of Luke Combs, you’re probably a fan of Miller Lite. We’ve got great plans around this partnership this summer.”  

That starts with packaging. For the second year in a row, Miller Lite is releasing 16-oz cans featuring a custom Luke Combs design, along with thematic secondary packaging. The cans showcase a guitar headstock wrapped in a banner that references Combs’ hit song “Beer Never Broke My Heart.”  

Additionally, the brand released retail display tools featuring a larger-than-life Combs to catch shoppers’ eyes. 

“Last year’s limited-edition Luke Combs cans did really well for us. Plus, we got great feedback that they worked well with our Americana displays, so we’re looking forward to seeing how this year’s cans come to life at retail this summer,” Rubenstein says.  

The thematic packs come as Miller Lite continues to roar in the new year, gaining more than half a point of dollar share of total beer in the 13 weeks that ended April 7, according to Circana multi-outlet and convenience store data. In that same period, Miller Lite rose 0.68 points of volume share. 

The brand has also increased its share of displays and features, according to Circana. 

Miller Lite on tour 

Combs’ North American tour kicked off last week in Milwaukee – after he had a chance to tour the Miller brewery , experience the historic Miller caves and dine at the Miller Inn – and Miller Lite will have a heavy presence throughout the tour. 

Not only is Miller Lite the exclusive beer partner of the tour, the brand is giving legal-age fans a chance to see Combs perform in person. Starting Wednesday, April 17, Miller Lite is selling a limited number of Luke Combs Tour Trucker Hats, available online for $19.99. Each fan who purchases a hat is automatically entered in a contest to win tickets to see Combs at a summer show of their choosing. 

Additionally, a grand prize winner will be sent to Florida for Combs’ exclusive Bootleggers Festival. 

THE BOTTOM LINE 

Miller Lite’s partnership with Combs is coming as the brand continues its momentum into the key summer selling season, giving legal-age country fans a chance to see their favorite singer prominently featured alongside his favorite beer. 

Having arguably country music’s biggest star aligned with the brand is certainly a coup for Miller Lite, but the fact that Combs is a longtime and vocal fan makes the partnership even more meaningful, Rubenstein says. 

“It’s a match made in heaven,” she says. “To quote Luke, ‘some things just go better together and probably always will.’” 

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Luke Combs collabs with Miller Lite beer to bring new merch, a sweepstakes and more

Luke Combs and Miller Lite have announced a concert tour collaboration together, renewing Combs' partnership for another North American tour with the beer by his side.

The two have collaborated on a concert sweepstakes, custom merch and a new Combs themed beer can.

Combs posted a picture from the "fine pilsner" brewery in Milwaukee, WI on Tuesday wearing a safety vest and hard hat in front of a wall of beer cans.

The caption said, "Really appreciate the folks at  @millerlite  showing me around their brewery and letting me get an up close look at how my beer cans are made from start to finish."

Here's everything we know so far about the 2024 collab.

View this post on Instagram A post shared by Luke Combs 🎤 (@lukecombs)

What is the Luke Combs and Miller Lite concert sweepstakes?

Luke Combs is hitting the road for his "Growin' Up and Gettin' Old" 2024 tour in North America. He kicked off the tour on April 13 in Milwaukee, WI, where he toured the Miller Lite brewery.

The tour will continue with two stadium dates in 13 cities. The tour includes guests Cody Jinks, The Avett Brothers, Charles Wesley Godwin, Hailey Whitters, The Wilder Blue, Jordan Davis, Mitchell Tenpenny, Drew Parker and Colby Acuff.

On Miller Lite's website , fans can enter their information for a chance to win a trip to see Combs in concert on the tour.

Miller Lite's website says, "Continue below to enter for your chance to win a trip to see Luke Combs play live and other prizes from your friends at Miller Lite. Now you know why ice-cold beer never broke Luke’s heart."

The sweepstakes began on March 3 and will end on Sept. 30.

What do the new Luke Combs Miller Lite beer cans look like?

Combs' Instagram post shows his custom 16-oz Miller Lite can, which features a guitar headstock with American traditional tattoo-like text that says "Beer Never Broke My Heart," a nod to Comb's 2019 song.

The front of the can includes Combs' name under the traditional logo.

Miller Lite on Instagram: "Luke Combs is back on tour. To celebrate, we're dropping the new Miller Lite x Luke Combs Tour Trucker hat on 4/17, restocking daily until 4/20. Get yours while they last."

When did Luke Combs begin his partnership with Miller Lite?

In 2022, Combs partnered with Miller Lite, releasing his first limited edition custom can with the brand.

"Last year’s limited-edition Luke Combs cans did really well for us," Jamie Rubinstein, associate marketing manager for Miller Lite, told Beer & Beyond .

"Plus, we got great feedback that they worked well with our Americana displays, so we’re looking forward to seeing how this year’s cans come to life at retail this summer."

When will we see the 2024 Luke Combs Miller Lite cans in stores?

It is unclear when the new cans will be available for purchase in stores.

Fans speculate the cans will be available at Combs' upcoming arena tour stops.

What other Luke Combs and Miller Lite merch is there?

Combs and Molson Coors have collaborated to release the Miller Lite x Luke Combs Tour Trucker, a special edition hat. The hat features Combs' signature vintage style and is also a potential ticket to one of his shows.

Starting on April 17, Miller Lite began selling a limited number of the hats at their merch store online. On April 18, 19 and 20 a limited number of hats will be sold at 8 a.m. CST.

Each hat purchased is also an automatic entry in a sweepstakes contest, entering fans in a contest to see Combs at a summer show of their choosing.

“He’s the most genuine brand fan we could have asked for, and we’re excited to share his love for Miller Lite with consumers this summer,” Rubenstein said to Beer & Beyond.

“If you’re a fan of Luke Combs, you’re probably a fan of Miller Lite. It’s a match made in heaven.”

This article originally appeared on Nashville Tennessean: Luke Combs: Miller Lite collab launches merch, Miller beer can

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Country Superstar Luke Combs And Miller Lite Beer Kick Off Concert Tour Together

(Courtesy Millert Lite / Molson Coors)

One of Country Music’s biggest talents, Luke Combs, has never been shy about sharing his love for Miller Lite, whether he’s enjoying it onstage or writing songs inspired by the beer.

Now the Grammy award winning artist known for songs like “Beer Never Broke My Heart” is renewing his partnership with Miller Lite as he kicks off his North American tour. And Miller Lite is the tour’s official beer partner.

Even if you’re not a country music fan, you’re most likely familiar with his respectful cover of Tracy Chapman’s “Fast Cars,” or may have seen his performance with her, which was the highpoint of last year’s Grammys. And as part of this tie-in Miller Lite will be offering  plenty of opportunities for legal-age fans to win a chance to see him perform.

(Courtesy Miller Lite)

In support of Luke Combs’ well documented love of beer and to help kick off his summer tour the superstar has joined with Molson Coors in releasing the Miller Lite x Luke Combs Tour Trucker , a special edition hat in Luke Combs’ signature style that also acts as a potential ticket to a show. The Tour Trucker is inspired by the vintage Miler hats Luke is famous for wearing and mixes his latest album aesthetic with classic Miller Lite feel.

(Special Luke Combs Miller Lite cans)

Starting Wednesday, April 17, Miller Lite is selling  a limited number of Luke Combs Tour Trucker Hats, available online for $19.99. Each fan who purchases a hat is automatically entered in a contest to win tickets to see Combs at a summer show of their choosing.

Additionally, a grand prize winner will be sent to Florida for Combs’ exclusive Bootleggers Festival.

And Combs is a true Miller Lite fan. He started this year’s stadium tour, which kicked of in Milwaukee, with an insider’s tour of the Miller brewery.

“He’s the most genuine brand fan we could have asked for, and we’re excited to share his love for Miller Lite with consumers this summer,”  Jamie Rubinstein, associate marketing manager for Miller Lite told Beer & Beyond .

“If you’re a fan of Luke Combs, you’re probably a fan of Miller Lite. It’s a match made in heaven .”

Posted by: AmericanCraftBeer.com April 17, 2024 0

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Luke Combs & Miller Lite Join Forces for 2023 World Tour

Luke Combs, the renowned country music sensation and noted Miller Lite fan, has teamed up with Miller Lite for his 2023 World Tour to create an extraordinary experience for country music enthusiasts and beer lovers. With a highly-anticipated concert scheduled for July at the iconic Raymond James Stadium in Tampa, this partnership promises to deliver an unforgettable blend of music, camaraderie, and ice-cold Miller Lite.

Miller Lite, a brand synonymous with good times, is the perfect partner for Luke Combs. As fans are singing along to Combs’ anthems and raise their cups, Miller Lite will be there, providing refreshing, high-quality beer that complements the award-winning artist. Together, Luke Combs and Miller Lite create a dynamic fusion of music and enjoyment that will resonate with fans long after the final notes have been played.

Leading up to the concert, the partnership between Luke Combs and Miller Lite will create a buzz giving fans access to stacks of Miller Lite featuring Luke Combs in a variety of liquor stores and retailers, as well as package and draft options available at bars throughout the Tampa and Florida market.

So get ready, Tampa, because Luke Combs and Miller Lite are about to deliver an experience that will leave a lasting impact on the city’s country music and beer scene. Stay tuned for more information on events and ticket giveaways!

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MILLER LITE x LUKE COMBS: Trucker Hat Collaboration Could Land You Free Tickets and Beer At Luke’s “Growin’ Up and Gettin’ Old” Tour

To honor Luke Combs’ love of Miller Lite and the kickoff of his tour in the brand’s hometown of Milwaukee, WI, the two are whipping up something for 21+ aged fans to tip their hats to. Introducing the Miller Lite x Luke Combs Tour Trucker Hat , the ultimate accessory for achieving Luke Combs’ iconic style.

“I’ve been a loyal Miller Lite fan for years, and I’m thrilled to collaborate with the brand once again to give more of my fans aged 21+ a chance to come to see my show live”, said country singer-songwriter Luke Combs. “Miller Lite’s the official beer partner of my tour, and with the Tour Trucker Hat, they’re helping give more 21+ aged fans the chance to see my show live this year. Don’t miss out on the chance to get a Tour Trucker Hat, because you might just snag a seat at my show at the same time!”

Inspired by Luke’s personal collection of Miller Trucker hats in combination with his latest album artwork, the Tour Trucker Hat brings Luke’s unique style to life with a very Miller Lite twist. Each Tour Trucker will give 21+ aged fans the chance for the ultimate concert experience at one of his Growin’ Up and Gettin’ Old 2024 summer tour stops, with two tickets to their chosen summer tour stop** and Miller Lite beer money to enjoy during the show.

“We’ve had the pleasure of working with Luke Combs for years, so we’re honored to partner with him once again to create something special for his 21+ aged fans and Miller Lite fans alike,” said Anne Pando, Director of Marketing for Miller Lite. “Luke is always showing his love for us, so we wanted to match Luke’s passion for our beer by bringing some of the Miller Time magic to his tour. We’re thrilled to launch the Tour Trucker Hat and the opportunity for his 21+ aged fans to enjoy the Miller Time magic during one of his shows.”

The Miller Lite x Luke Combs Tour Trucker will be available following the tour kick-off in Milwaukee at shop.millerlite.com with daily drops April 17 through April 20 for $19.99, the approximate cost of Miller Lite 24-pack, while supplies last. In addition to a tour stop show of their choice, one lucky 21+ aged winner and their 21+ plus one will also win tickets to Luke Combs Bootlegger Bonfire Weekend, in Miramar Beach, Florida on October 10-12, 2024, with travel and accommodation expenses included.

The weekend will include two concerts from Luke himself, one with deep cuts only, nothing he typically plays at concerts, and a few other special surprises, planned by Luke himself. All eligible fans aged 21+ have a chance to win Luke Combs Summer Tour tickets and attendance to Luke Combs Bootlegger Bonfire by visiting www.millerlite.com/LukeCombsHatCollab . For more updates on Miller Lite and Luke Combs’ partnership, fans aged 21+ should follow @MillerLite on Instagram, Twitter, and Facebook.

*Beer money awarded as a $100 reward.

**Concert tour dates for prizing include Phoenix, AZ (6/1), Salt Lake City, UT (6/7,6/8), Los Angeles, CA (6/14, 6/15), East Rutherford, NJ (7/19, 7/20), Washington, DC (7/26, 7/27), Cincinnati, OH (8/2, 8/3), Houston, TX (8/9, 8/10).

***NO PURCHASE NECESSARY.

Sweepstakes begins on 4/17/24 at 8:00 AM CT and ends on 5/14/24 at 11:59 PM CT. Open only to legal residents of 50 U.S. (D.C), 21+. See Official Rules for details, including how to enter, free method of entry, odds, prize details & restrictions. Transportation and lodging not included in Luke Combs ticket prizes. Void where prohibited.

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'Better together': Miller Lite, Luke Combs reignite close ties as tour kicks off2

From Miller Coors &  Alex Parker :

Country superstar Luke Combs has never been shy about sharing his love for Miller Lite, whether he’s enjoying it onstage or writing songs inspired by the beer.

Now the GRAMMY® award winner known for songs like “Beer Never Broke My Heart” and his cover of “Fast Car” is renewing his partnership with Miller Lite as he kicks off his North American tour – Miller Lite is the tour’s official beer partner – with plenty of opportunities for legal-age fans to win a chance to see him perform.

THE BIG PICTURE

Combs is one of the biggest country music stars around, selling out stadiums around the country and regularly drinking a Miller Lite while he performs.

“He’s the most genuine brand fan we could have asked for, and we’re excited to share his love for Miller Lite with consumers this summer,” says Jamie Rubinstein, associate marketing manager for Miller Lite. “If you’re a fan of Luke Combs, you’re probably a fan of Miller Lite. We’ve got great plans around this partnership this summer.” 

That starts with packaging. For the second year in a row, Miller Lite is releasing 16-oz cans featuring a custom Luke Combs design, along with thematic secondary packaging. The cans showcase a guitar headstock wrapped in a banner that references Combs’ hit song “Beer Never Broke My Heart.” 

Additionally, the brand released retail display tools featuring a larger-than-life Combs to catch shoppers’ eyes.

“Last year’s limited-edition Luke Combs cans did really well for us. Plus, we got great feedback that they worked well with our Americana displays, so we’re looking forward to seeing how this year’s cans come to life at retail this summer,” Rubenstein says. 

The thematic packs come as Miller Lite continues to roar in the new year, gaining more than half a point of dollar share of total beer in the 13 weeks that ended April 7, according to Circana multi-outlet and convenience store data. In that same period, Miller Lite rose 0.68 points of volume share.

The brand has also increased its share of displays and features, according to Circana.

Miller Lite on tour

Combs’ North American tour kicked off last week in Milwaukee – after he had a chance to tour the Miller brewery , experience the historic Miller caves and dine at the Miller Inn – and Miller Lite will have a heavy presence throughout the tour.

Not only is Miller Lite the exclusive beer partner of the tour, the brand is giving legal-age fans a chance to see Combs perform in person. Starting Wednesday, April 17, Miller Lite is selling a limited number of Luke Combs Tour Trucker Hats, available online for $19.99. Each fan who purchases a hat is automatically entered in a contest to win tickets to see Combs at a summer show of their choosing.

Additionally, a grand prize winner will be sent to Florida for Combs’ exclusive Bootleggers Festival.

THE BOTTOM LINE

Miller Lite’s partnership with Combs is coming as the brand continues its momentum into the key summer selling season, giving legal-age country fans a chance to see their favorite singer prominently featured alongside his favorite beer.

Having arguably country music’s biggest star aligned with the brand is certainly a coup for Miller Lite, but the fact that Combs is a longtime and vocal fan makes the partnership even more meaningful, Rubenstein says.

“It’s a match made in heaven,” she says. “To quote Luke, ‘some things just go better together and probably always will.’”

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Miller Lite and Luke Combs have the perfect summer tour accessory

By cristine struble | apr 15, 2024.

Whether it is a concert at Milwaukee’s Summerfest or listening to tunes in the backyard, an ice cold Miller Lite is the perfect beverage to sip. Luke Combs is ready to crack open a few cans during his upcoming summer tour and his favorite beer brand is along for the ride.

This year, Luke Combs is kicking off his tour, Growin’ Up and Getting Older, in Milwaukee. As a long time Miller Lite fan, Combs is joining forces with his favorite beer to get everyone looking sharp for not only his concert but also for the summer. Anyone over 21 can snag a Tour Trucker Hat. It might be the must have accessory for those sunny days riding in a fast car.

The only way fans can get their hands on one of these coveted accessories is via shop.miller.lite starting on April 17. The cost is $19.99, which is about the same price as a 24-pack of the classic Wisconsin brewed beer.

As Combs commented, “I’ve been a loyal Miller Lite fan for years, and I’m thrilled to collaborate with the brand once again to give more of my fans aged 21+ a chance to come to see my show live. Miller Lite's the official beer partner of my tour, and with the Tour Trucker Hat, they're helping give more 21+ aged fans the chance to see my show live this year. Don’t miss out on the chance to get a Tour Trucker Hat, because you might just snag a seat at my show at the same time.”

For those lucky fans who get one of these coveted trucker hats, they will be entered to win tickets to the Luke Combs Bootlegger Bonfire Weekend in Florida as well as other special prizes associated with Combs’ summer tour.  

While Combs might sing about beer never breaking your heart, beer and summer concerts go hand in hand. Given that many fans like to drink or eat the favorite food and beverages of their favorite singers, these types of collaborations are important. It is more than just the beer at drunk in the moment, it is the can opened when listening to those songs on repeat all summer long. Wearing the trucker hat is optional.

From the person who can harmonize to the fan who sings a little off key, everyone can raise a Miller Lite, like Luke Combs. After all, life is better when there is a perfect pairing on the playlist.

Before Luke Combs plays in front of the 'best fans' for his Milwaukee concerts this week, he tours Miller Brewery and even shotguns a beer

Before Luke Combs kicks off his "Growin' Up and Gettin' Old" tour in Milwaukee this week, he went on another kind of tour. One that is quintessentially Brew City.

Combs, one of country music's biggest stars, is playing two shows at American Family Field : One Friday and another Saturday. But ahead of that, he took a tour of the Miller Brewery . And, we got to tag along.

Yes, he was every bit as kindhearted, down-to-earth and genuine as he seems. And yes, he shotgunned a beer just like he does on stage. Except this time, he was hanging out on a brewhouse rooftop with the iconic giant red Miller sign and the Milwaukee Brewers' ballpark as his backdrop.

Not only did Combs — a longtime Miller Lite fan and years-long partner — see where the magic happens, he also checked out the specialty packaging on cases and cans that's coming out in honor of his blockbuster tour.

"It's just surreal, you know?" Combs told the Journal Sentinel. "I feel like I get to live so many amazing, surreal moments. And, I'm really thankful for that for sure. It's crazy. It's crazy."

Here's what we learned about Combs' tour and what he got into on the Miller tour. And, how about his eight Academy of Country Music Awards nominations that were announced earlier this week? We asked him about those, too.

Luke Combs talks about his 'Growin' Up and Gettin' Old' tour and why he's kicking it off in the Midwest

A or A+ shows don't cut it for Combs. He's shooting for A++.

"I try to do everything I can do to take care of my voice, take care of myself, make sure that we're doing everything we can," Combs said. "People that come are the only reason we get to do what we do. Putting on an A++ show is really important to me."

About to embark on his 25-date stadium tour, he's excited — and "a little nervous."

"You feel like you're standing at the bottom of a mountain and you're looking at the top a little bit," he said.

But after last year's "Luke Combs World Tour," he said he feels more prepared for what's ahead of him.

"We've played everywhere all over the world," Combs said. "But, the Midwest, it feels like home to me. So, good place to start it."

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Combs, who grew up in North Carolina, hadn't been anywhere close to Milwaukee when he started his music career — his first plane ride came at age 25. But, he remembers his earlier stops up here fondly.

He opened for Blake Shelton at Summerfest in 2018 and made an appearance at Farm Aid at Alpine Valley Music Theatre in 2019.

"The Midwest is like the best fans in the world," Combs said. "I mean, honestly. People probably say that all the time."

But, that doesn't mean pulling out of the driveway Tuesday night wasn't hard after the "amazing" time he spent with his "awesome" wife Nicole and their two sons — Tex and Beau — these past few months. Fortunately, he won't have to miss his other half too long. She'll be headed up this way this weekend.

What will always make it onto Combs' setlist this time around? "The songs that people would expect," Combs shared.

"Playing all the hits," he said. "That's why people are there, and I want to give them what they want."

But, each night of the tour will have a different vibe.

Combs' opening acts Friday — in the order they'll hit the stage — are the Wilder Blue, Charles Wesley Godwin and Cody Jinks.

"Friday's more in the Americana, singer-songwriter world," Combs said. "So, our set reflects that a little bit. But, obviously, still playing all the hits."

Saturday's openers will be Colby Acuff, Drew Parker, Mitchell Tenpenny and Jordan Davis.

"Saturday night is more mainstream, Top 40 country stuff, which is what I do, really," Combs said.

Combs loves watching Jinks and Davis perform — they keep him honest, he said — and he knows they're going to kick some you know what.

The first opener will start at 5:45 p.m. Friday and Saturday, with gates opening at 5 p.m.

The parking lots will open at 3 p.m. Friday and 2:30 p.m. Saturday. Tailgating will be permitted. Give yourself plenty of time to drive in and get through security.

There also will be a "Bootleggers Tailgate Party" at 3 p.m. Saturday with two up-and-comers picked by Combs and Nashville-based concert series Whiskey Jam: Ryan Larkins and Graham Barham. It'll take place at Am Fam Field's Third Base Plaza, and will be free to attend for Combs concert ticketholders, with food and drinks available to purchase.

Luke Combs' love for Miller Lite and his visit to Miller Brewery

After getting into Milwaukee Wednesday morning, Combs hung out at the Brewers stadium for a couple of hours, worked out, then was off to the Miller Brewery.

How long has Combs been a fan of Miller Lite? "Forever, probably."

"My dad's been drinking it for a long time," Combs said. "It was always around the house."

If his music career never worked out, he said, he would still be sporting a Columbia fishing shirt and drinking a Miller Lite somewhere in the world.

"That's what I would be doing anyways," he said. "So, I really wanted to go after things that I was already passionate about that felt natural and authentic to me. So, I'm very thankful for (Molson Coors) being receptive to have me on board. I feel super lucky."

Sporting a Brewers Barrelman hat, Combs and his team walked into a conference room on the brewery's complex Wednesday. He was met by a small group of longtime brewery employees and other Molson Coors staffers. The beer cases and cans with his new specialty packaging were displayed on tables.

The design features a ribbon that says "Beer Never Broke My Heart" wrapped in between the tuning pegs of a guitar. Combs' name is at the top of the headstock.

LUKE COMBS IN MILWAUKEE: Country superstar introduces heartbreaking new baseball-tinged song at American Family Field

After everyone went around the room introducing themselves, they were instructed to suit up in PPE — yellow safety vests, glasses, hard hats, toe caps and headsets.

On Combs' VIP tour of the brewery, he got a first-hand — and at times, hands-on — look at the operations with facts and history lessons along the way.

The first stop was a packaging plant, where Combs met machinist Jeff Malecki who has "But they ain't seen us together" from Combs' song "Forever After All" tattooed across his arm.

The two shook hands and got a picture together. That would become a reoccurring scene throughout Combs' visit.

It seemed like every employee who crossed paths with Combs received a handshake. And, if they wanted a photo or autograph, they got those, too, without any hesitation.

In the warehouse, Combs saw cases with the specialty packaging sliding out of a machine — he pulled his phone out to document that — and stacks of those cases getting carried off on a pallet via forklift.

At one point, Combs stood in front of what looked like a mountain of the cases. "Get this one," he said to a photographer as he hugged the cases as far as his arms would stretch.

Later, he'd get to snag one of the cans right off of a quick-moving line.

He got a taste of that and a few different brewery roles, including one that involved flipping a cardboard box filled with unconstructed cases into place. A few cases snuck out the back, but not too shabby for a first-timer.

"Thanks for letting me do that," Combs said to the workers as he shook their hands. "Thanks for letting me be in the way."

Combs also tried his hand at adding hops, one of which was liquid. "Have y'all seen 'Superbad'?" Combs asked with a bucket of hops in hand.

It reminded him of the scene when McLovin was trying to buy booze at a liquor store and said to the cashier: "You know, I heard they recently decided to add more hops to it."

Toward the conclusion of the tour, Combs said he had a "truly amazing" time. But, his favorite part had to be the grand finale.

He got to go up on a brewhouse rooftop with striking views of the city, the home of the Brewers and that big red Miller sign.

Up there is where he shotgunned a beer in under 5 seconds, and had the honor of sampling an exclusive maturation stock that not many get to try.

"To be standing up here is really a once-in-a-lifetime opportunity," Combs said.

How about those eight ACM Awards nominations

The 59th Academy of Country Music Awards nominations were announced earlier this week. Combs leads the nominations with eight , including entertainer of the year, male artist of the year, album of the year, song of the year, single of the year and music event of the year.

"It's really awesome," he said. "Always surprising, I think ... In a lot of ways, it feels like I've been doing this a lifetime. And, in a lot of ways, I feel like I've been doing it for six months. So, I feel like sometimes I'm so conflicted with knowing what to feel or think ... It's an honor. It's my wildest dreams coming true. So, I'm a very lucky guy every day."

A 2024 win via Combs nomination for entertainer of the year would clinch the coveted triple crown award, which consists of an entertainer of the year win plus wins in an act's respective new artist (male, female, duo, or group) and artist (male, female, duo or group) categories, a USA TODAY report said.

The event will air on Prime Video and the Amazon Music channel on Twitch live from Ford Center at The Star in Frisco, Texas, on May 16.

Piet Levy of the Journal Sentinel staff and USA TODAY contributed to this report.