MillerCoors Coco Breve (Coconut Water Infused FMB), Redd’s Apple Ale & 3rd Shift
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MyBeer Buzz
I brought you the label for this new FMB (flavored malted beverage) using coconut water back in March….and today we have the bottle packaging picture for Coco Breve from Miller Coors. Details on this and other FMB’s from AdAge:
The offerings, which are rolling out this summer, are: Coco Breve, a coconut water-infused clear malt beverage targeting women; Redd’s Apple Ale, an apple-flavored beer that’s already sold oversees; and Third Shift, a lager that marks the start of a series of small batch brewer creations that MillerCoors plans to start testing in the mass market.
Coco Breve will hit stores in selected markets beginning June 1. The beverage, which comes in kiwi lime and mango citrus, is "really our first attempt in quite some time to target women," Ms. Ross said. "We really developed this brand with Whole Foods in mind, in terms of creating a unique and natural product."
At 4.2% alcohol by volume, the brand has about the same alcohol content as a domestic light beer. But most women don’t bring beer to "girls’ night out," Ms. Ross said. So the brewer is seeking to win them by seizing on the rising popularity of nonalcoholic coconut waters, which have moved into mainstream. More details here.
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