Harley-Davidson, Miller High Life partner for cross-marketing

Publish Date: 
May 23, 2013

MILWAUKEE, Wis. - Harley-Davidson and Miller High Life, companies that originated across the street from each other 110 years ago, have signed a multiyear cross-marketing partnership that will include custom motorcycles with Miller High Life graphics in dealer showrooms.

Bill Davidson, vice president of the Harley-Davidson Museum and great-grandson of Harley-Davidson co-founder William A. Davidson, officially kicked off the partnership by helping brewmasters make a batch of beer.

“It’s incredible to think that Harley-Davidson and Miller High Life were born on the same stretch of road 110 years ago,” Davidson said. “This partnership and our 110th Anniversary events in Milwaukee celebrate our common bonds, our shared history and our bright futures.”

Most of the beer brewed with Davidson will be distributed to customers in normally marked packaging, but the companies are keeping some aside to celebrate special occasions with consumers throughout the summer.

“It’s an honor to brew a beer that has helped people celebrate the high points in daily life for 110 years,” said David Ryder, Miller High Life head brewmaster. “But to share this moment with Harley-Davidson and the Davidson family is truly special.”

Beyond the batch of brew, commemorative Harley-Davidson designs will be featured on Miller High Life cans and packaging. The partnership also will bring customized Harley-Davidson motorcycles with Miller High Life graphics to participating retail stores. The brands will offer fans the chance to win exclusive prizes throughout the summer, including Harley-Davidson commemorative apparel and a Harley-Davidson motorcycle.

Fans can follow Miller High Life’s Facebook page to get information on promotions and events in their area. Now through the Harley-Davidson 110th Anniversary celebration in Milwaukee over Labor Day weekend, Harley-Davidson invites fans to showcase their favorite motorcycle rides this summer. Riders can go to www.h-d.com/110epicride and post their journeys.

As part of the alliance, Miller High Life and Harley-Davidson will also encourage riders this summer to share safe-riding tips at motorcycle events across the country. Motorcycling enthusiasts will be able to take a pledge to be safe riders and enter for a chance to win gear at www.MillerHighLife.com/responsibility.

Posted by Arlo Redwine. Photo courtesy Harley-Davidson