The Outdoor Life Newshound’s fading and sporadic memory has not yet deteriorated to the point where I can hide my own Easter eggs.

At least, not yet anyway.

However, on occasion, when I’m wandering around the house or outside in the yard or workshop while also hoisting a can or bottle containing my favorite adult beverage, I’ve been known to lose track of where I placed my container of malted refreshment.

Beginning tomorrow (for a limited time only), thanks to the Marketing Minds of Milwaukee, 12- and 16-ounce cans of Miller High Life beer will be even easier for the outdoorsman to accidentally misplace while in camp or during a post-hunt gathering afield this fall. That’s because the unique can design incorporates a generic, woodland-type camouflage pattern.


In my long and storied history of imbibing, it’s the first time I’ve ever heard of beer in a camo can.

To that end, I think it’s a testament—to something, anyhow. I’m just not exactly sure to what.

Miller’s hunter-inspired offering is a follow-up to last year’s limited edition blaze orange cans, which evidently achieved some semblance of marketing success.

According to a company press release, the Miller camo cans will be available nationwide in “outdoor-themed 24- and 30-packs” beginning tomorrow, October 1, through the end of the year. Or, in terms the sportsman understands, through most of the fall big game and upland hunting seasons.

Kidding aside, the Milwaukee-based brewer has a long history of supporting sportsmen’s issues and organizations. The special 2008 packaging and point-of-purchase display notes its affiliation with Whitetails Unlimited and Pheasants Forever.

“We received a lot of positive feedback from the launch of last year’s limited-edition, blaze-orange High Life cans, so this year’s outdoor-themed packaging is a way to continue that tradition, and include an even broader array of outdoors activities,” said Miller High Life Senior Brand Manager Kevin Oglesby.

It’s a perfect “win-win” sales and marketing scheme for Miller.

Not only have they managed to strengthen the bond they have with hunters and sportsmen, but they’ve also made it more likely that guys like me will lose and misplace unfinished brewskis, prompting an early, pre-emptive beer-run.