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MillerCoors releases Fortune beer to attract younger crowd

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MillerCoors releases Fortune, a spirited golden lager.
Photo by Stephen Hoffman
MillerCoors releases Fortune, a spirited golden lager.

Fortune has a higher alcohol content, comes in a black bottle, and its makers suggest serving it in a whiskey glass, instead of a pint.

When it comes to Millenials and their drinking habits, the cocktail is king. This is not good for beer makers. 

In an attempt to reach this highly coveted demographic, brewing giant MillerCoors is introducing a new kind of suds, called Fortune. It has a higher alcohol content, comes in a black bottle, and its makers suggest serving it in a whiskey glass, instead of a pint.

But that still leaves the big question of what will that mean for its success? Will young people take a sip? With more is Eric Shepard, he's the Executive Editor of the trade publication Beer Marketers Insights.

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