MillerCoors
Spiked Tropic Storm will be joining other beverages in the alloy series such as Blue Razz, Pineapple and BLK Berry. Credit: MillerCoors.

US-based brewing company MillerCoors is set to expand its Steel Reserve Alloy Series with the addition of a new flavoured malt beverage (FMB).

Called Spiked Tropic Storm, the new drink is neon green-coloured and features a range of fruity flavours that are claimed to be popular with 21 to 27-year-olds.

The beverage is the sixth addition to the Alloy Series and will join products such as Pineapple, BLK Berry, Watermelon, Spiked Punch and Blue Razz, which was launched last year. It will be available from 1 January 2019.

MillerCoors’ brand marketing manager Liz Cramton said: “The Steel Reserve Alloy Series is the fastest-turning higher alcohol-by-volume (ABV) FMB, and it has the highest conversion rates in the space.

“Consumers keep coming back because of our value proposition of high-ABV and bold flavours that they love.

“Consumers keep coming back because of our value proposition of high-ABV and bold flavours.”

“We’re going to keep building. We’re focused on smart innovation, and we’re bringing another flavour to the table that we know identifies with our core consumer.”

Field marketing manager at MillerCoors Josh McDonald said: “When consumers tried it, for many of them their first questions were ‘Can I get some more?’ and ‘Where can I get this?'”.

Anheuser-Busch has launched FMB Natty Rush to compete with the Alloy Series.

In August, MillerCoors announced that it is planning to launch a new range of flavoured alcoholic beverages called Cape Line in the US.