I am new here and I don't know anyplace else I can go to get a straight answer to my question. I do know the implications of ABV and IBU when I shop for beer. I typically make buying decisions based on IBU first and ABV second. I appreciate those beers that state the product's IBU -- but, unfortunately, most beer packaging does not include that info. Be that as it may, my question pertains to the taste of beer -- specifically and unfortunately mass marketed beer. I tried Bud Platinum and it is an OK product, but it doesn't have very much taste -- but the ABV is higher than most "light" beers and apparently "6%" is the big selling factor, perhaps along with the pretty blue bottle the beer comes in. I'd say the beer lacks in the area of taste and "distinction" -- but it does have a bit higher alcohol content, which does nothing for the taste as far as I am concerned. Now along comes MillerCoors "Fortune" beer -- somehow priced at $12.99 (on special) for a 12 pack. At that price (when a 6-pack was nearly $8.00), I decided to give Fortune a try. It has great packaging, the beer is attractive if you drink it in a glass, it has no negative smell that I can discern, it is 6.9% ABV and god knows what its IBU is (it would seem to be less than 10, if you asked me). I drank two bottles rather quickly last night, the strength of this beer (ABV 6.9%) means a bit of a beer buzz comes on quicker with this brew than with Bud Light Platinum. Yawn. This beer -- the total package -- looks expensive, but is fairly flavorless. Isn't it possible to produce a good looking, wonderfully packaged beer that actually has some real taste and that is cost competitive? Can't a beer that retails for $7.99 a six pack actually have an IBU over 20? Or is the reason these new "flagship" brews just seem to be simultaneously "strong" (a high relative alcohol content) but "watery tasting" (a relatively low IBU) because to increase the IBU would mean the beer would become way more expensive and hence "unattractive?" In other words, are beers from ABI and MillerCoors destined to keep having ever higher alcohol contents but ever lower or thinner actual taste? I had [unreasonably] high hopes for Fortune, primarily because I thought Batch19 "wasn't bad" what with an IBU of 26. I had hoped Fortune would be a step up from Batch 19, in other words. Color me disappointed and wondering if there is some "secret" to cranking up the IBU's of some mass market beers that either eludes AB and MC or somehow would price the products into extinction. Why can't we have a good tasting Platinum or Fortune -- why do we instead keep finding ourselves with ever stronger and stronger beers that taste weaker and weaker. I just can't figure out why that there is so little taste in the new "super" beers from the majors, unless the cost of creating them with more taste would price them out of the market. Can anyone explain this, in real, clear English? New slogan: "Fortune, the new premium beer from MIllerCoors: It doesn't taste like much, but it gets you there faster!" What a world.