Challenge: Create a must-visit festival hub where fans could escape the elements, stay longer, and celebrate Miller Lite’s 50th Anniversary in a way that felt iconic.

Solution: Miller Lite Bar 75 became the gold standard at Jazz Fest, Boston Calling, and ACL. More than 30,000 fans 21+ stopped by to toast with limited-edition gold cans, score one of 10,000+ giveaways, capture FOMO-worthy pics, and claim the custom Festival x Miller Lite cowboy hat – so coveted it drew lines across the festival grounds.

The defining moment came at Boston Calling, when Luke Combs shotgunned a Miller Lite on stage, organically amplifying the partnership and cementing Miller Lite as part of the cultural fabric of the festival.