8/20/2013

The upcoming launch of Miller Fortune, a beer with 6.9% alcohol by volume, highlights the trend of brewers targeting younger drinkers who want stronger drinks but still pick lighter brews. Fortune hits a "sweet spot" with young men, particularly Latinos and African-Americans, said MillerCoors Vice President of Innovation David Kroll. An early ad concept from Saatchi & Saatchi New York, which cannot highlight the beer's ABV, features the tagline "Open Pandora's bottle."

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