Molson Coors restarts Miller Brewing visitor attractions, and when … – Milwaukee Business Journal

Molson Coors continues to resume visitor attractions at Miller Brewery
The return of the Miller Brewery’s Holiday Lites in 2022 is not only a convener of the local Milwaukee community but another sign of the Covid-19 pandemic rebound.
Miller Brewing’s Holiday Lites resumed Dec. 2 and will run until Dec. 25. The holiday tradition first became popular at the Milwaukee brewery in the 1950s when then Miller Brewing Co. used to light up Miller Valley and invite brewery employees’ friends, family and the local community to participate in the holiday cheer.
Miller Brewing Co. is owned by Chicago-based Molson Coors Beverage Co.
That tradition remained throughout the 1950s and into the 1960s and early 1970s before it took a hiatus. Miller brought the tradition back in 2004 in pre-celebration of its 150th anniversary in 2005.
“We’ve really reinvigorated this tradition back into Milwaukee,” Molson Coors Beverage Co. guest relation manager Kindra Loferski said. “The amount of positive feedback we’ve gotten and the impact we’ve been able to make on the community, it’s fantastic,”
Holiday Lites runs from 6-10 p.m. every night on State Street. Visitors are asked to remain in their cars and tune into 91.1 FM for holiday music to play on the five-minute drive.
“It’s really more about the sheer volume of people that we have coming through the lights now, trying to do it safely, get them through with their cars, and it’s been just a wonderful addition to complement what we’ve always done in the past,” Loferski added.
Another holiday tradition that is returning this year is the limited edition Frederick Miller‘s classic chocolate lager, which is available for purchase online. The 32-oz. crowler is made at the Miller Brewery and is only available for local pickup at the Miller Visitor Center at 4251 W. State St.
The Miller Brewery guest relations team has ambitious goals for 2023 with a prime one being the return of the brewery’s popular tours. Loferski said the expectation is to welcome guests back to the home of Miller Lite in late spring or early summer.
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