Dive Summary:
- Redd's Strawberry Ale follows the February debut of Redd's Apple Ale. MillerCoors says sales of that product exceeded expectations.
- MillerCoors ran television ads for Redd's Apple Ale during the Super Bowl earlier this year. No details have emerged yet on a marketing campaign for the Strawberry Ale.
- The new product is available in 12- and 16-ounce sizes.
Dive Insight:
- Fruit-flavored alcoholic drinks often attract criticism from lawmakers and others. MillerCoors may hope to avoid that by keeping down the alcohol levels in Redd's. The new Strawberry Ale is 5% alcohol by volume, the same as Coors Extra Gold. Two years ago the Colt 45 Brand expanded to include fruit-flavored malt beverages at 12% alcohol by volume.