Miller Wants You to Drink Beer in a Rocks Glass

'Miller Fortune' designed to compete with spirits for young drinkers

By Kevin Spak,  Newser Staff

Posted Feb 1, 2014 1:25 PM CST

(Newser) – The big beer brands have been bleeding market share to spirits and craft beers lately, but MillerCoors thinks its latest offering can staunch that wound. It's called Miller Fortune, and it'll debut over the next two months with the quickest and broadest distribution plan of any beer since the 2008 Miller/Coors merger, Bloomberg reported this week. It's designed to appeal to spirits drinkers, and will hence be served in a rocks glass—a gimmick the company hopes can be for it what orange slices are for Blue Moon.

Fortune will boast a 6.9% alcohol content—higher than most mainstream offerings, but lower than many craft beers—and what Bloomberg calls a "complex flavor hinting at bourbon." That description seems to have caused some confusion, because MillerCoors on Friday clarified that the beer was not bourbon-flavored, CSP Daily News reports. "The beer was brewed to deliver the complexity and depth that appeals to spirit drinkers," a spokesperson said. "Spirit-inspired, yes. Spirit-infused, no." (Another beer giant in the news this week: Budweiser, thanks to its attention-grabbing Super Bowl ad.)

A product image for Miller Fortune.
A product image for Miller Fortune.   (Nielsen XAOC)
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