Coors Third Shift Amber Lager bottle

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…

More here >> Ad Age.

 

email newsletter signup box anonymous tip form

One thought on “Coors Third Shift Amber Lager debuts this summer in select markets

  1. Hmmmm…..sounds oddly familiar….do you think New Belgium is gonna have some issues with this???

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.