Miller Fortune Tells Beer Drinkers ‘Your Fortune Awaits’
Provocative and unexpected: that’s Miller Fortune, the newest brewing innovation from MillerCoors. Now available nationwide, Miller Fortune is an un-distilled, spirited golden lager with a richer, balanced taste and 6.9 percent alcohol by volume (ABV). Miller Fortune is the largest launch of a completely new brand from MillerCoors.
The jet black bottle is adorned with a Miller script “M,” a nod to Miller’s time honored brewing reputation. Developed to be served in a rocks glass, Miller Fortune is brewed with specially-roasted caramel malt and cascade hops for a moderately bitter flavor with a hint of sweetness. The brand attributes communicate a sophisticated edge meant to inspire consumers to turn any occasion into something unforgettable.
“With the rise of cocktail culture, we know consumers are looking for new products and flavors,” said MillerCoors CMO Andy England. “With that in mind, we developed Miller Fortune to provide consumers with a unique and deliciously balanced option to elevate their drinking experience.”
The Miller Fortune launch will be supported with bartender engagement programs, influencer events and a comprehensive marketing campaign, including digital, mobile and social activations with media partners such as Urban Daddy, GQ, ESPN, Rolling Stone and Complex. Television and out-of-home advertising for Miller Fortune will begin on March 3.
Miller Fortune is available in 6- and 12-pack jet-black bottles and in 16- and 24-ounce battleship gray single-serve cans.