MillerCoors Takes On Bud Light Platinum With Miller Fortune http://bit.ly/14OINwy
MillerCoors is answering Bud Light Platinum with its own boozier line extension called Miller Fortune. And the brewer is kicking up the alcohol content a bit more than its competitor in a move to target millennial males and steal share from fast-growing liquor brands. Fortune will check in at 6.9% alcohol by volume, compared with 6% for Platinum, which launched in 2012.
MillerCoors confirmed the launch today in a memo to distributors that described Fortune as a beer “with edge, intrigue and charisma” that will come in an all-black bottle with an embossed design. The brew, which will debut early next year, is poised for a “big-time” marketing push, according to the memo. Publicis Groupe’s Saatchi & Saatchi, New York will handle advertising.
Ad Age first reported on Platinum’s possible introduction earlier this year after MillerCoors secured the brand name with the U.S. Patent and Trademark Office.
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