MillerCoors is targeting whiskey lovers with a new bourbon-flavored beer called Miller Fortune.
The golden lager “will be distributed wider and faster than any MillerCoors’ introduction since the Molson Coors Brewing Co. and SABMiller joint venture formed in 2008,” Bloomberg reports.
Miller Fortune will be packaged in jet-black, angular bottles meant to “evoke a guy in a tapered, athletic-cut suit,” Bloomberg’s Duane Stanford writes. In order to set it apart from other beers, the company is asking bartenders to serve the drink in cocktail glasses.
The new brew has an alcohol content of 6.9%, which is higher than most MillerCoors beers (a Coors Lite has 5.9% alcohol content) but far less than the alcohol content of bourbon, which is typically higher than 40%.
In making the new drink, MillerCoors sought inspiration from Jack Daniels and Maker’s Mark.
“We asked, ‘How would Jack Daniels or Maker’s Mark do a beer and why?'” David Kroll, MillerCoors’ head of innovation, told Bloomberg. “We tortured every aspect to say, ‘Are we falling back on what beer would do?’ Because this brand is intended to play in a spirits occasion.”
A six-pack of Miller Fortune will cost roughly $US6.99.
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