It's Miller time.

“It’s Miller time.” is best known as an advertising slogan for Miller Brewing Company (especially Miller High Life and later Miller Lite), used in U.S. television, radio, and print campaigns to frame the end of the workday as a moment for relaxation with a beer. The phrase became a piece of late-20th-century American commercial vernacular, often detached from the brand and used generically to mean “time to have a drink” or “time to unwind.” Because it originated in marketing rather than a single authored literary text, it is frequently misattributed to “Anonymous,” though its real provenance is corporate advertising copy.

The slogan works by turning an ordinary moment (“time”) into a branded ritual: the day’s transition from labor to leisure is marked by choosing Miller. Its appeal depends on familiarity with work rhythms and the cultural idea of a deserved reward at day’s end. In broader usage, the phrase functions as a shorthand for permission to stop striving and start socializing, and it illustrates how advertising can coin durable idioms that outlive specific campaigns. Read critically, it also reflects how consumer culture packages rest and camaraderie as something accessed through a product.

“It’s Miller Time!”; “Miller Time.”; “Welcome to Miller Time.”