Members of the so-called “Millennial” generation, like yours truly, are really driving the craft and microbrew business to levels the brewing industry has never seen before. According to The Motley Fool, sales of Boston Beer (maker of Sam Adams craft beer products) were up 25% in the first nine months of 2013.
From that same article, it is also clear that a segment of “Milennials” are switching to liquor as their poison of choice. For example, Jack Daniel’s whiskey sales were up 10%.
Milwaukee’s own Miller Brewing Company is releasing a new beer, called Miller Fortune, to try to capture the demands of this emerging market.
Advertisements for Miller Fortune show the beer being poured into a rocks glass, clearly targeting drinkers of straight booze and cocktails. Combined with a flavor that supposedly hints at bourbon and a higher alcohol content (6.9% ABV), Miller knows exactly who they want drinking Fortune.
However, indications from reviews make it seem like Miller Fortune is not connecting well with its audience. Some reviewers claim that Fortune has a metallic aftertaste that makes you think there were pennies sitting at the bottom of the bottle. Yum.
According to reports, Miller Fortune will sell for around $7 for a six-pack, a 15% premium over Miller Lite. If I get my hands on some and brave a taste or two, I will post my thoughts.