
Coors Third Shift Amber Lager debuts this summer in select markets
(Coors Third Shift Amber Lager) is the first in a series of smaller batch beers that MillerCoors plans to put into the wider market, possibly with marketing featuring the brewing creators — which would follow a selling tactic successfully used by smaller craft brewers. Still, MillerCoors is not describing Third Shift as a craft brew. Rather, the beer will be priced a bit lower than the average craft in a category MillerCoors is calling "invitation" beers. With a more easy-drinking style than some of the more complex crafts, Third Shift seeks to win drinkers who "want to try something new but they don’t have a lot of money in their pockets," Ms. Ross said.
Also coming this summer: Coco Breve and Redd’s Apple Ale…
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Breweries: Coors Brewing
Beers: Third Shift Amber Lager
Hmmmm…..sounds oddly familiar….do you think New Belgium is gonna have some issues with this???