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.