MillerCoors Bets on Bourbon-Like Beer

Brewer hopes a stronger, more flavorsome beer will grab younger drinkers' attention

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Hold the chaser. MillerCoors is bringing a dash of hard liquor to the beer market by introducing a brew flavored with a hint of bourbon.

MillerCoors is hoping that the new “Miller Fortune” will tempt drinkers of hard liquor back to a glass of suds, according to Bloomberg News. Beer sales have lost 6 percent of market share to spirits drinkers since 1999. The brewer plans to widely distribute Miller Fortune in the next couple of months, hoping a sleek black bottle and 6.9 percent alcohol content attracts the prized demographic of male drinkers aged 21 to 27.

Miller Fortune is brewed with Cascade hops to give it its bourbon-like flavor. Bloomberg describes the taste as “resting somewhere between a craft beer and a light lager.”

The new beverage follows in the footsteps of two other boozier brews from Anheuser-Busch: Bud Light Platinum and Budweiser Black Crown. Both beers came out last year and have 6 percent alcohol content.

[Bloomberg]

4 comments
JoeRapp
JoeRapp

Miller Fortune is brewed with Cascade hops to give it its bourbon-like flavor.


This officially makes no sense, cascade has no bourbon-like flavor. the bourbon of craft beer comes from being aged in bourbon barrels. Bud,miller and coors have no chance at catching the craft beer market.  Dont think it will bring in the liquor drinkers either.

LeviDietrich
LeviDietrich

This stuff is sketchy, i don't usually get hangovers, and I can put away a bottle of hardstuff in a long evening, without adverse effects. or a bottle of wine, or a 12 pack... Yet this stuff doesn't click with my physiology or something..


Huey222
Huey222

These guys at Miller are just chasing their tails.  Their new Marketing Director was actually quoted as saying "How would Maker's Mark or Jack Daniels make a beer"?  Only a marketing person would go on record saying something so ridiculous.  They are totally asleep at the switch.  They are loosing market share because of their mass market approach.  People want individual choice that suits their individual pallet.  There is no one single "magic bullet" product that can change that.  You cannot benchmark a popular craft IPA and then "tone it down" for the masses,  That defeats the whole idea of great IPA.  They have the technology to make the best beer that the world has ever seen, but it would not appeal to everyone and they would not sell millions of barrels of it.  Make some great beers and settle for a smaller market share of those individual products.  Make enough of these and the market will be yours.  Either do that, or stick with your mass marketed swill that caters to the unsophisticated beer pallet.  If they're just in it for the money, they should stick with the mass market option.

sp2337
sp2337

"...Miller Fortune is brewed with Cascade hops to give it its bourbon-like flavor..."


You sure about that? Might want to double check your sources next time.