Miller Coors is taking aim at craft beer sales and whiskey sales with Miller Fortune.
The mega brewery is ready to saturate the market with a bourbon flavored golden lager. The lager is brewed with Cascade hops, with a malt backbone that “resembles” bourbon. Miller Fortune is not aged in bourbon barrels.
The Miller Fortune is described by the brewery as a somewhere between a craft beer, and a light lager. You can attribute a 6% loss in beer sales to spirits since 1999 to this beverage’s creation. Additionally, the brewery is asking bars to serve the flavored beer in a rocks glass.
In summary, expect this. Miller Fortune in a sleek, Batman like bottle, targeted at male drinkers 21-27 years old. At 6.9%, Fortune keeps up with boozer offerings like Black Crown and Platinum by competitor Anheuser-Busch.
All for a low, low price of $6.99 a six pack.
Read more: Barrel Aged Beer