- MillerCoors has announced that it will release a new beer called Miller Fortune, which will boast 6.9% alcohol by volume.
- Publicis Groupe's Saatchi & Saatchi, New York will handle advertising for the new line, which will compete with the 6%-ABV Bud Light Platinum at a similar price point.
- The launch will be accompanied by MillerCoors' new Smith & Forge Hard Cider, which will have 6% ABV.
From the article:
... Up until now, MillerCoors' innovation strategy had avoided big line extensions. Rather, the brewer poured resources into new brands such as Redd's Apple Ale, an apple-flavored malt beverage, and Third Shift, a lager positioned to compete with craft beers. All the while, A-B InBev followed Platinum's launch with other big line extensions, such as Budweiser Black Crown, which is also 6% ABV. ...