The move is in response to the tendency of millennials to purchase distilled spirits instead of beers, presumably because they are drawn toward the higher alcohol content. Regular beers are usually around 5 percent alcohol by volume and light beers are about 4.2 percent.
Targeted toward consumers between the ages of 21 and 27, the release of Miller Fortune is the “largest launch of a new product” since MillerCoors was formed in 2008, according to company chief marketing officer Andy England.
“It has become increasingly obvious to beer marketers that we are in competition in a broader space than beer, in the total beverage alcohol market,” England told the New York Times. “Spirits has done a good job of getting the hearts and minds of legal-drinking-age millennials, portraying offerings as more sophisticated Enter Miller Fortune.”
According to England, millennials tend to be like drinkers of the “Mad Men” era when “cocktails were where it was at.”
However, contrary to previous reports, Miller Fortune is not bourbon-flavored. “Miller Fortune is not bourbon-like or a bourbon-flavored beer,” MillerCoors public relations executives wrote in an email.