Miller Fortune: Good Idea?

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So, Miller Fortune huh?

I gotta tell you. I did not see this one coming. But in my defense, who did? I mean, really? Miller Fortune? Miller, as in one half of the corporate brewing monolith that is Miller/Coors? And Fortune as in a brave new brew that’s supposed to taste like bourbon and is even intended to be sipped from a rocks glass? Whaaaa?

Confession time: I love Miller. It’s my go to cheap beer, and I adore it in all its glorious iterations. One could say that I’ve sampled widely from their diverse line of delicious brews. A younger me enjoyed weekends featuring roughly 35,000 red cups filled with the Champagne of Beers. An older, wiser me can often be found nursing a Miller Chill or five on lazy summer Saturdays. And don’t even get me started on the easy-drinking pleasures of an ice cold Miller Lite in a glass bottle.

I know that the big domestic brewers are seeing their market share erode because of the growth of the craft beer segment. And I also know that spirit consumption and a renewed interest in cocktail culture is also on the rise. So in general, Miller has been seeing the pool of drinkers that have interest in their product slowly decline. I get all that.

But Miller, stay in your lane bro.

Miller Fortune Line
So you’re being threatened by the innovations of a lean, mean craft beer market that’s filled with dreamers and doers? Pivot. Devote more money to growing your own “craft” divisions. Market the hell out of that stuff and create the prestige you crave. Let a team or two do some really crazy stuff. Experiment. Investigate. Shake things up. Do all of that. But never forget one thing: you make beer. And bourbon is not beer.

Are bourbon drinkers really going to make Miller Fortune be the fortune they seek when in the mood for a bit of liquid relaxation? I just can’t imagine that happening. Maybe one or two people will end up loving this. Hell, I’ll probably be one of them. But that doesn’t make it a good idea.

What do you guys think? Are you going to try it? Do you think it makes sense for Miller/Coors? Let us know on Facebook!


  • richard August 4, 2015 @ 5:16pm

    Miller fortune ?! Who the hell do you think you are,,,,damn you and your delicious creations ,damn u!!! Well all pay in hell for this but for now take a bow and enjoy lol

  • joey December 16, 2015 @ 4:31pm

    way to go miller finally a beer you can drink and have a few and reach a comfortable level. The only problem is its not readily available like miller lite that sucks royally.

  • Mike D February 19, 2017 @ 4:23am

    Make more Fortune and sell it. It’s so hard to find in the Houston Texas market. And we miss it.

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