To be clear, I wasn’t exactly expecting to be amazed by MillerCoors’ newest “premium beer,” however I was intrigued by it and the way it was being marketed. Bloomberg was first to put together a piece on the beer. Between the various interviews in the article, it is mentioned that the primary reason for this beer’s existence is to try and bring market share back to beer from spirits.

“We asked, ’How would Jack Daniels or Maker’s Mark do a beer and why?’” said David Kroll, who was brought to MillerCoors from Dyson in 2012 to shake things up as its head of innovation. “We tortured every aspect to say, ’Are we falling back on what beer would do?’ Because this brand is intended to play in a spirits occasion.” (more…)