Coors Third Shift Amber Lager debuts this summer

In: News

22 May 2012

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”.

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