Hasta La Creative!

Up against tough competition from liquor and craft brews, MillerCoors is trying yet another new brand in hopes of luring young adult drinkers. A new fruity light beer brand called Two Hats will hit the market early next year in 16-ounce cans.

The brewer, which announced the launch Thursday on its corporate blog, describes Two Hats as as “line of clean-finishing light beers brewed with a hint of natural fruit flavor” that is aimed at 21-to 24-year olds. The first varieties will come in lime and pineapple. The brand contains 4.2% alcohol-by-volume, which matches the content found in most light beers.

While big brewers once could rely on a core lineup of regular light beers — like Miller Lite, Coors Light and Bud Light — to lure younger drinkers, the approach has become less effective in recent years. As a result, they have flooded the market with a variety of new brands with mixed results. Fruit-flavored beers and malt beverages are now commonplace.

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