Illustration of a pelican in a blue suit and top hat, holding an umbrella beside the Miller High Life beer logo. Black text on the top and bottom edge on a white background.
1984 Miller Brewing Company, Milwaukee, Wisconsin
Officially known as the Louisiana World Exhibition, the 1984 World's Fair was meant to commemorate the New Orleans Cotton Exposition's 100th anniversary. Miller High Life was an event sponsor and hosted a German beer garden. The fair exhibited works by local artists, displays of New Orleans architecture and cuisine, and amusement rides. One popular attraction was an air conditioned boat ride dubbed the Louisiana Journey. The ride wove through mock swamps and bayous, and it allowed attendees to escape the summer heat. Organizers spent $350 million to stage the event, but the 7 million guests didn't produce the revenue necessary to cover the costs. The fair did benefit New Orleans in the long run, as it resulted in new construction in the warehouse district and public access to the Mississippi River.