Dive Brief:
- MillerCoors has begun shipping its latest brew, a high-alcohol-content brand called Fortune.
- The brew is aimed at adults under 30 and is meant to evoke the taste of bourbon. MillerCoors wants bartenders to serve it in short whiskey glasses rather than the tall glasses usually used for beer.
- With a 6.9% alcohol by volume, Fortune is meant to compete with AB-InBev's Bud Light Platinum.
Dive Insight:
Young adults are shunning beer at a rate that has brewers panicked. The best minds in the business are, presumably, thinking long and hard about how to reach Gen Y. And Fortune is, presumably, what they've decided will work.
They may be right. If there's one thing we've noted about millennial it is their affection for affectation. Drinking potent beer from a whiskey glass seems to be just the sort of thing a guy sporting mutton chops might do after a hard day of work on the Mac.
And perhaps this means MillerCoors could get their brewery on the increasingly popular Bourbon Trail tour.
