Boozier Beer Battle: Miller Fortune Vs. Bud Light Platinum
MillerCoors is responding to Bud Light Platinum with its own higher-alcohol content product--Miller Fortune. Aimed at Gen Y males, the drink will have slightly higher alcohol content than its competitor, at 6.9% alcohol by volume, compared with 6% for Platinum, which launched in 2012. MillerCoors describes Fortune as a beer "with edge, intrigue and charisma" that will come in an all-black bottle with an embossed design, and be available early next year, with a "big-time" marketing push from Publicis Groupe's Saatchi & Saatchi.