TMCNet:  MillerCoors hikes beer alcohol level to entice younger drinkers [The Washington Times :: ]

[February 19, 2014]

MillerCoors hikes beer alcohol level to entice younger drinkers [The Washington Times :: ]

(Washington Times (DC) Via Acquire Media NewsEdge) Feb. 19--Regular beer may have a 5 percent alcohol content level -- but MillerCoors is bringing out the booze for the millennials, upping the alcohol level to 6.9 percent to hopefully compete with the spirit-consuming crowd.


Millennials generally buy distilled spirits, not beer, presumably because of the higher alcohol content in the liquor, United Press International reported. Another reason: The age group likes the sophisticated look of cocktails, as portrayed on shows like "Mad Man," said MillerCoors chief marketing officer Andy England, in UPI.

So MillerCoors has put out a new beer, Miller Fortune, with a higher alcohol content and a major public relations effort to draw in the business of the 21- to 27-year-old drinker.

It's the "largest launch of a new product," Mr. England said, in UPI.

And he said, to the New York Times: "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. 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." The Miller Fortune's 6.9 percent alcohol level also comes in contrast to average light beer alcohol levels, around 4.2 percent.

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