Miller fortune ad campaign

Does it bother anyone else that the main selling point they are trying to make for this stuff is that it's "undistilled". Last time I checked I've never distilled any beer..


I doubt I'll ever try it. Just kind of irks me.

Yeah its like one of those bogus claims you often see in food adverts like when random **** *contains no HFCS* Like breakfast cereal or peanut butter. I used to work stocking shelves and we would see **** like this all the time. Its like putting *does not contain potassium cyanide* on a jar of jelly. "Oh look honey, this jelly wont kill us. We should probably buy it." lol These guys will go to any lengths to sell their swill.

Yes it bothers me way more than it should. Completely ridiculous marketing

Has anyone actually tried it? Looks like a Bud Light Platinum competitor to me, and bud light platinum tasted absolutely terrible.

I tried it. Not bad actually but im not really a beer snob. Love my homebrew and craft beer but enjoy miller products when the time is right too.

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A bar we were in had some miller girls giving out free samples. Of course I won't turn down a free sample of beer. Of course it wasn't good and tasted like nothing compared to the black rajah I was drinking.

Honestly i enjoy Miller highlife or lite. Since i have been brewing i have not bought any commercial beer. I bought miller lite and man it sucked. Thought perhaps im coming down with something or what i bought was old or skunked. Gave it to my brother in law and he drank it up. said tasted like millerlite.... So i bought a second one weeks later. the date on the can said good until November 2014. Tasted awful yet again.. So i drank some of my homebrew and mmmmmmmmm very good. So conclusion is i open my drinking horizon and lost my enjoyment of the lite commercial beer. and yes bud and keyston both tasted horrible not just miller. I did get a sixer of highlife and still enjoyed it. so either i got some skunked beer or im getting use to the full flavor and aroma of what ive been brewing?

I wasn't immediately trying to start the craft vs big-beer flame, I simply didn't enjoy Bud Platinum and I'm seeing parallels in Fortune. Platinum is overly sweet for me and tastes like they're trying to 'cover' the fact it has more alcohol in it. Hearty PASS.

With that being said, sometimes a nice light pilsner isn't terrible when you're sitting out on the deck or at the lake in the sun.

I'm still curious about the Miller Fortune. I should probably buy a 6-pack and give it a fair shake... If it's anything like platinum, It'll end up sitting for a while.

Even if it tastes amazing, the whole campaign of undistilled beer is what bothers me the most. I can accept bad beer, but lying about the production of beer . ... For shame

I'm not a fan of the ad campaign. Guy is leaving the bar after he's had enough and needs to get some sleep for his workday the next morning. Hot girl passes him heading into the bar. Fortune ad guy tells him he doesn't need 8 hours of sleep, he should drink a Fortune and go get the hot chick.

Pretty horrible advertising. Pretty low. Like an AXE commercial, but for beer.

It's a stupid gimmick. Anyone who knows the basics of how to brew a beer knows that no beers are distilled. But you know, some idiot comparing their miller to a bud might get suckered in by it.

I'm going to label my beers "all natural, no artificial sweetners, preservatives or food coloring."

Geez guys, cut the advertising guy some slack. His job is to create some kind of advertising for a product that hasn't changed all that much for hundreds of years that will make some suckers change from a different brand of product that is extremely similar and also hasn't made much changes for years. Now how would you approach that?

The "undistilled" thing really grates on me too. They're just making s**t up, and you know some doofuses at bars are going to be blathering on about how this beer is undistilled, while that beer is inferior because it IS distilled.

Oh, and I couldn't figure out who the spokesman is and then it hit me - he was Blackwood in the first Guy Ritchie Sherlock Holmes movie.

I guess the "undistilled" makes a little more sense after reading this article:

from article said:

The new brews are meant to respond to the drinking patterns of so-called millennials, who have upended the beer industry by liking and buying distilled spirits more than their older siblings.

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Seems pretty stupid to me. The liquor drinkers I know don't like beer and aren't going to switch. Just like liquor ads aren't going to turn me from a beer drinker to a liquor drinker.

I'll take miller high life over fortune 8 days a week.


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I saw the commercial last night, and thought I saw that it was 7.9% is that correct?

Darwin18 said:

I saw the commercial last night, and thought I saw that it was 7.9% is that correct?

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all the posters I've seen say 6.9%. maybe the have the "undistilled" at 6.9% and the distilled at 7.9%. bwahahahaha!!!



edit: maybe we've all been reading it wrong. maybe it actually says, "underswilled".

When I started college, Icehouse was the big new thing. A group of us got a 1/2 barrel of that stuff and got completely annihilated. That was 5.5%. I can only imagine the trouble we'd have caused if it had been 6.9%.

Growing up in Buffalo, NY, we would drive to Canada most weekends from age 19-21 to drink. We would always get Molson XXX because it was higher alcohol. Apparently it's 7.3%. Funny that we thought that was high as I'm drinking a home brewed black IPA that's 8%, which is normal for what I brew.

I'm thinking the 6.9 has got to be intentional as a marketing tool my generation. Most guys I know will see 69 and giggle


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Never saw the ad but don't mind the beer. Bought a tall boy can as I was skeptical about buying a sixer and notl liking it. Didn't mind it so I bought a 12 pack. Working on drinking that down as well as my 50 some bottles of homebrew I have sitting.

Not a BMC fan but always on the watch for their latest advertising nonsense. Saw "Fortune" advertised in the window of the local Quickie Mart at $8.99 a six pack. Seriously?? If I'm spending $9 on a sixer (which happens all the time) it sure as ****e ain't gonna be that.

From their web page:

Provocative and unexpected: that’s Miller Fortune, the newest brewing innovation from MillerCoors. Now available nationwide, Miller Fortune is an un-distilled, spirited golden lager with a richer, balanced taste and 6.9 percent alcohol by volume (ABV). Miller Fortune is the largest launch of a completely new brand from MillerCoors.

and

Developed to be served in a rocks glass, Miller Fortune is brewed with specially-roasted caramel malt and cascade hops for a moderately bitter flavor with a hint of sweetness. The brand attributes communicate a sophisticated edge meant to inspire consumers to turn any occasion into something unforgettable.

And

“With the rise of cocktail culture, we know consumers are looking for new products and flavors,” said MillerCoors CMO Andy England. “With that in mind, we developed Miller Fortune to provide consumers with a unique and deliciously balanced option to elevate their drinking experience.”

My take is that it is malt liquor with premium price marketed to people "too good" for beer....if this is true it is quite an example of the power of marketing.

I tried a can and wasn't crazy about it....then again I'm not crazy about the "ice" beers or bud light platinum or black crown (whatever the regular version of platinum is)....


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You guys can't read between the lines...the leave it un-distilled to put aside money for their triple hopped beer!

Iv tried wrapping my head around the triple hopped thing. Ate they saying there are three hop additions or three types of hops


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youngpretender13 said:

Yeah its like one of those bogus claims you often see in food adverts like when random **** *contains no HFCS* Like breakfast cereal or peanut butter. I used to work stocking shelves and we would see **** like this all the time. Its like putting *does not contain potassium cyanide* on a jar of jelly. "Oh look honey, this jelly wont kill us. We should probably buy it." lol These guys will go to any lengths to sell their swill.

Click to expand...

I couldn't agree anymore with this sentiment. This drives me crazy. I'm not sure if I'm more upset by the ignorance of the average consumer or the marketing campaign promoting the nonsense.

Another example that comes to mind is the gluten free fad. It's a bit ridiculous when you see random items labeled as gluten free when there's no justification for listing it as such, gluten free sugar, beef, salmon, or any item that wouldn't necessarily contain gluten labeled as such.

Some of you guys are getting too worked up about this. It's advertising. They need to do this kind of thing in order to compete with the other big breweries. All the big players in any industry do the same thing. Anyone who knows more than the average consumer about whatever product is being marketed can see right through it. Miller isn't targeting this sales campaign toward us. They know we don't drink their products anyhow. They're targeting the vast, vast majority of their customers, which are nonbrewers that don't have a clue that beer isn't distilled.

I plan to give this a try. I think it's pretty cool that they're trying something new, even if the ad campaign is a bit obnoxious.

"Undistilled" is even more baffling in context. The line goes "It's undistilled, yet finishes smooth." The heck does that mean? Are undistilled beers usually harsh on the finish? Or are distilled beers the only ones that are smooth.

max384 said:

Some of you guys are getting too worked up about this. It's advertising. They need to do this kind of thing in order to compete with the other big breweries. All the big players in any industry do the same thing. Anyone who knows more than the average consumer about whatever product is being marketed can see right through it. Miller isn't targeting this sales campaign toward us. They know we don't drink their products anyhow. They're targeting the vast, vast majority of their customers, which are nonbrewers that don't have a clue that beer isn't distilled.

I plan to give this a try. I think it's pretty cool that they're trying something new, even if the ad campaign is a bit obnoxious.

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hey, man! you're not getting worked up enough over this!

max384 said:

Some of you guys are getting too worked up about this. It's advertising. They need to do this kind of thing in order to compete with the other big breweries. All the big players in any industry do the same thing. Anyone who knows more than the average consumer about whatever product is being marketed can see right through it. Miller isn't targeting this sales campaign toward us. They know we don't drink their products anyhow. They're targeting the vast, vast majority of their customers, which are nonbrewers that don't have a clue that beer isn't distilled.

I plan to give this a try. I think it's pretty cool that they're trying something new, even if the ad campaign is a bit obnoxious.

Click to expand...

Are you kidding me? The issue is them saying **** that is blatantly untrue. You don't distill beer. Period.

I suppose if I had a volume of Miller I might distill it to put in my lawnmower. Haha!
Bunch of lying pos a holes selling crap to the mass of morons we now proudly call the United states of America. I'm starting to feel more proud of our history than our present. It's not the government. It is the complete idiocy of the public. The idea that this marketing ploy could work disgusts me.

This country used to stand for something. now we are the least productive and stupid society on the planet. Anybody remember the Romans and what ended them?

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amfukuda said:

Iv tried wrapping my head around the triple hopped thing. Ate they saying there are three hop additions or three types of hops

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No, it's three hop pellets per barrel.

All this talk about it parched me. So I opened one up and went to work watching Archer. Delicious.


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I could be wrong and it sure wouldn't shock me if i am but i heard somewhere that some bmc beers are condenesd and carried by tanker cars and watered down to there abv's at the canning plant. could this be there out to cover there rears? as far as i know the AB brewery in cols ohio canned at the brewery unless there is some of there brews brought in by tankers.

The real issue is why can they talk about distilling but we can't!? (Kidding)

It seemed to me, and I may have misinterpreted it, that they are trying to get hard liquor drinkers to drink their beer with that undistilled comment?


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cjgenever said:

Are you kidding me? The issue is them saying **** that is blatantly untrue. You don't distill beer. Period.

I suppose if I had a volume of Miller I might distill it to put in my lawnmower. Haha!
Bunch of lying pos a holes selling crap to the mass of morons we now proudly call the United states of America. I'm starting to feel more proud of our history than our present. It's not the government. It is the complete idiocy of the public. The idea that this marketing ploy could work disgusts me.

This country used to stand for something. now we are the least productive and stupid society on the planet. Anybody remember the Romans and what ended them?

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Click to expand...

They didn't say anything that is blatantly untrue. They said their beer is undistilled. I believe them.

Why does it disgust you that this marketing ploy could work? Before brewing my own beer, I probably wouldn't have picked up on the undistilled point. Why would you expect non-brewers to? That doesn't make them idiots. It just makes them non-homebrewers. I'm pretty sure that you've unwittingly bought into marketing ploys before. You can kid yourself and say that you haven't, but you'd be the exception, not the rule. There are probably specialists in every segment that get worked up about marketing campaigns and call those who fall for them idiots. You've got to realize that you are a hobbyist and a bit of a specialist in this area, and therefore pick up on these things easily. Not everyone in this country knows anything about the brewing process.

We are actually NOT the least productive and stupid society on the planet. Put down your beer and breathe.

Larzean said:

It seemed to me, and I may have misinterpreted it, that they are trying to get hard liquor drinkers to drink their beer with that undistilled comment?

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Yep.

They say it is a "spirited golden lager" then to cause more confusion while technically clearing up the "spirited" part they say it is undistilled. They use the word "spirited" repeatedly in their marketing which could lead some to believe it contains spirits.

Yep, confusing.

Article about the confusion.

from article said:

After an off-hand line in this Bloomberg feature that said the beer's taste profile “hinted at bourbon,” many publications began posting things about Miller's new “bourbon-flavored lager.” Some made it sound as if the product was artificially flavored, which it simply isn't. Others showed a basic lack of understanding about beer, such as Time Magazine, which said “Miller Fortune is brewed with Cascade hops to give it its bourbon-like flavor.”

Click to expand...