E-Malt.com News article: 4386

USA: Miller Brewing Co. will test market Brutal Fruit, a new malt beverage that contains 100 pure fruit juice, beginning in mid-March. SABMiller plc, Miller's corporate parent, launched Brutal Fruit in 2002 in South Africa, where it has been strongly received, American City Business Journals cited Miller management on March 4.

Brutal Fruit will be brewed in four flavors: Sultry Strawberry, Kinky Kiwi, Manic Mango and Luscious Litchi, all of which will include pure fruit juice. The product is 5 % alcohol by volume and is brewed similar to traditional malt beverages. It will be available in Seattle; Tampa, Fla.; and Richmond, Va.

Milwaukee-based Miller expects Brutal Fruit's primary consumers to be women between the ages of 24 and 35. "We think targeting women will not only be the best thing for this brand, but also allow us to support it without compromising focus on the other Miller brands," said Stephanie Miller, new products manager at Miller. "Of course, we'll watch closely to see if this initial test bears that out."

Marketing support for Brutal Fruit in the three markets will include television, radio, print, digital and and billboard advertising, as well as point-of-sale displays and on-premise promotional activity.

All efforts will celebrate the moments that women share during a night out on the town, featuring the "little mischievous social moments they enjoy," Miller management said. "We're always looking at potential innovation and new products as a way to help fulfill Miller's commitment to delivering a diverse product portfolio to our distributor and retailer partners," said Miller.


09 March, 2005