Miller Fortune is a bourbon-flavored beer that is meant to compete with liquor brands. Considering the cross over between the two recently (with beer putting on airs and liquor trying to act more casual) it is no surprise that Miller Fortune has been created to target early to mid-20 year old men. Not only does it come with a higher alcohol level than traditional beer, it is still cheaper than actual bourbon.
A joint effort between MillerCoors and SABMiller Plc, Miller Fortune is packaged in jet-black angular bottles that are meant to evoke “a guy in a tapered, athletic-cut suit,” according to its official description. In addition to this dapper branding, bartenders are being told to serve Miller Fortune in cocktail glasses to further set it apart from more traditional beers.
What's Driving This Trend
- Bourbon-flavored Beer
- Creating beer with bourbon flavor to compete with liquor brands presents an opportunity for disruptive innovation in the alcohol beverage industry.
- Packaging Innovation
- Using jet-black angular bottles for Miller Fortune beer presents an opportunity for disruptive innovation in the packaging industry.
- Changing Drinking Culture
- Catering to early to mid-20 year old men with Miller Fortune beer presents an opportunity for disruptive innovation in the alcohol industry by targeting a specific consumer demographic.
Who This Affects Most
- Alcohol Beverage
- The bourbon-flavored beer trend offers disruptive innovation opportunities within the alcohol beverage industry.
- Packaging
- The use of jet-black angular bottles presents a disruptive innovation opportunity within the packaging industry.
- Hospitality
- Catering to a changing drinking culture presents a disruptive innovation opportunity within the hospitality industry.
