MillerCoors to Launch New Line of Premium Alcohol Beverages

It’ll be called Cape Line, and MillerCoors says it’s designed for consumers looking for lower-calorie versions but don’t want to sacrifice taste and flavor.

Cape Line will contain about half the sugar and calories, on average, of leading flavored malt-base beverages, Bryan Ferschinger, MillerCoors vice president of marketing for innovation and national crafts, said in a note to MillerCoors employees and distributors. But Cape Line won’t sacrifice flavor, he said.

MillerCoors will support the brand with a “robust national marketing plan,” Ferschinger said. “With Cape Line, we are bringing a relevant, unique solution to consumers, one that we believe has significant runway.”

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