Drinkhacker Reads – 01.29.2014 – Miller Makes Bourbon Beer, Mila Beams Up
Bourbon-finished beer is certainly nothing new on the market. In fact it’s been around commercially for well over a decade. So it comes as no surprise that the big boys are finally getting into the game, starting with Miller. Miller Fortune, as it has been christened, is a “spirited golden lager” that’s been bourbon-flavored and which will retail for about $6.99 per six pack, and will be arriving at your favorite watering hole shortly. In a mildly amusing marketing move, Miller reps are asking bartenders to serve the beer in cocktail glasses. This may prove to be a smart move after the fourth or fifth “cocktail” to forget one is drinking a Miller product. Jury’s still out, and we’re curious as to how this one will taste. (Photo: Miller Fortune) [Business Insider]
Step aside Kid Rock: Mila Kunis has signed on to become Beam’s global spokesperson. The lead actress in such classic direct-to-video films as Honey, We Shrunk Ourselves and American Psycho 2 will be the face of Beam in an expansive multi-platform media campaign urging people to “make history”. [Emag]
Hopslammed reports allegations that an Ohio retailer purchased another retailer’s stock of Bell’s Hopslam (which by the way, is excellent and doesn’t need a cocktail glass gimmick to back up its quality) with the intent of reselling it. Bell’s reps and state officials are looking into the matter, which we all know is a big, bonafide “no-no”. [Hopslammed]
As a postscript to the lead blurb, The Full Pint is reporting that Full Sail’s Bourbon Barrel Aged Imperial Stout will be released in early February. Last year’s batch was exceptional, and we’re confident that this year’s will continue in that tradition. [Full Pint]
UPDATE 1/31/14: We’ve recently received a transmission from MillerCoors HQ stating the following regarding the Bloomberg article linked above:
“Miller Fortune is an exciting new beer with a 6.9% ABV. It features a rich golden color, brewed with caramel malt and cascade hops to achieve layers of flavor and a distinctly smooth finish. Our beer was brewed to deliver the complexity and depth that appeals to spirit drinkers. Spirit inspired…yes. Spirit infused…no. As many of you know, the beer industry as a whole has lost seven share points to spirits (five) and wine (two) in the last 10 years. Miller Fortune was created to fight against these losses and take back legal-drinking age spirits drinkers/occasions. So, you can say it has been inspired by the success of spirits competition and it is a darker beer that may look more bourbon-like in a glass.” – Jonathan Stern, Director of Media Relations, MillerCoors
So it is indeed NOT a beer that tastes like a bourbon. Just inspired by one. Either way, we look forward to reviewing it.