In keeping with Frederick Miller’s vision, MILLER GENUINE DRAFT was created in Milwaukee in 1985, a fusion of German Brewing expertise and American innovation to create a fresher beer – like being poured straight from the keg.
Today, Miller Genuine Draft has partnered with the most sort-after live streaming and techno show hosted all around the world called BOILER ROOM. Boiler Room started with a webcam taped to a wall, opening a keyhole into London’s underground music fan base. Since 2010, Boiler Room has built a unique archive spanning over 8000 performances by more than 5000 artists across 200 cities. Today they remain true to that history by supporting emerging artists within the techno and house music scene.
MillerXBoilerRoom is a campaign that’s designed to unearth fresh talent. Miller Genuine Draft recently ran an online DJ competition where 3 finalists, who were carefully chosen out of a pool of over 100 entries, went head-to-head at a live event to win the ultimate prize of opening the dance floor at the Boiler Room. The search has been accompanied by on-the-ground activations at selected outlets where party goers stand the chance to win tickets to the Boiler Room main event headlined by Zakes Bantwini on the 13th of May in Cape Town while enjoying the pure freshness of Miller Genuine Draft.
Miller has positioned itself as a beer for the authentic, fresh thinker, with refreshing ideas and attitude to redefine socializing. These freedom seekers appreciate Millers’ 4 times cold filtered process allowing fora real (smooth) fresher taste to be enjoyed in real, fresher occasions. Miller is sold in over 50 countries across the globe using the same brewing process and the finest ingredients to make a super-premium beer that’s 4 times filtered for exceptional smoothness.