MillerCoors LLC, a joint venture of SABMiller and Molson Coors, launched Miller Fortune lager to help the beer category regain share of the market that has been lost to spirits, wine and their drinking occasions, says Karina Diehl, communications manager for the Miller family of brands and multicultural brands. Miller Fortune features 6.9 percent alcohol by volume, which represents higher alcohol content compared with other domestic lagers, the company says. In terms of flavor, the undistilled lager features a richer, more balanced taste, Diehl says. Miller Fortune is packaged in jet-black bottles with black and gray labels. Cans feature a “battleship gray” color scheme, she adds. Miller Fortune is available in six- and 12-packs of bottles and in 16- and 24-ounce single-serve cans. The company suggests that consumers drink the beer straight from the bottle or in a rocks glass. Pricing for Miller Fortune varies by market, but a six-pack of bottles retails for approximately $6.99, according to Diehl.
MillerCoors LLC, Chicago