MillerCoors is coming out with a new beer that has a rich golden color and a more malty flavor and is targeted at men in their twenties who are more inclined to drink spirits than beer.
According to Bloomberg, the spirits-inspired beer, called Miller Fortune, will be distributed faster and wider than any MillerCoors’s product since the joint venture between Molson Coors and SABMiller Plc.
Miller Fortune, which was brewed with caramel malt and cascade hops, has a 6.9% alcohol content, higher than most MillerCoors beers but still lower than most spirits, and is the company’s way of competing with liquor brands.
The new beer will be packaged in angular bottles that are jet-black and meant to evoke “a guy in a tapered, athletic-cut suit.” The bottle will have a black and gray label with a bright red “M” and is designed to stand out among beer bottles.
MillerCoors also wants bartenders to serve the beer in cocktail glasses to further set it apart from other drinks.
A six-pack of Miller Fortune will sell for about $6.99, depending on the market.