E-Malt.com News article: USA: AB InBev and MillerCoors make their beers stronger in order to win back the younger consumers

MillerCoors and Anheuser-Busch InBev are increasing the alcohol content in some of their beers in the latest brew battle to win back the younger crowd, ABC reported on August 20.

MillerCoors will increase the alcohol content to 6.9% in their new product, Miller Fortune, following Anheuser-Busch's recent launches of Bud Light Premium and Budweiser Black Crown premium beers.

The two new Bud drinks have 6% alcohol by volume, compared to the 4.2% found in lighter beers. The products are part of an effort to revamp the old Anheuser-Busch image and appeal to a more upscale crowd with a new taste and sleeker packaging.

Miller Fortune will look to draw in millennial males, with 81% of those surveyed interested in the product, said MillerCoors VP-Innovation David Kroll.

Major brewing companies are facing mounting pressures as the popularity of craft beers decreases. Also, younger drinkers are moving more toward liquors, Adage reports.

In addition to growing competition, the two companies have previously been at odds in the industry. Recently, Anheuser-Busch challenged MillerCoor's Coors Light ads, which highlight the "world's most refreshing can." The company complained about Coors' truthfulness of advertising, demanding evidence the can was scientifically superior to others.


21 August, 2013