Miller Fortune Tells Beer Drinkers 'Your Fortune Awaits'
02.18.14 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.
For more information about this spirited golden lager, follow @MillerFortune on Twitter or visit MillerFortune.com and Facebook.com/MillerFortune.
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, Coors Light and Miller Lite, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. The company offers a variety of leading craft and import brands, including Blue Moon and Leinenkugel’s, through its Tenth and Blake division. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisc., and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.