MillerCoors, Chicago, will launch Miller Fortune lager in mid-February 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.

“The beer industry as a whole has lost share to spirits and wine, and we all need to do a better job of fighting spirit brands and occasions,” she says. “That is why we created Miller Fortune.”

Miller Fortune will feature a higher alcohol content compared with other domestic lagers, at 6.9 percent alcohol by volume. By comparison, Miller Genuine Draft contains 4.6 percent alcohol by volume, and Coors Banquet contains 4.9 percent alcohol by volume. In terms of flavor, the undistilled lager will feature a richer, more balanced taste, Diehl says.

Its packaging also will set it apart from other beers. Miller Fortune will be packaged in jet-black bottles, achieved by a second oven heating, with black and gray labels, Diehl says. Cans will feature a “battleship gray” color scheme, she adds. Miller Fortune will be available in six- and 12-packs of bottles and in 16- and 24-ounce single-serve cans. Secondary packaging will use the same color scheme of black and gray with a hint of red, she notes.

The beer is targeted at men between the ages of 21 and 27 who take risks and seize opportunities, Diehl says. The company suggests that consumers drink the beer straight from the bottle or in a rocks glass.

Pricing for Miller Fortune will vary by market, but a six-pack of bottles will retail for approximately $6.99, according to Diehl.