“As far as we can tell, it’ll be one of the lowest craft keg prices in the Massachusetts market,” Burns says. Half-kegs of the beer will sell for about $120. The beer will also be available in four packs of 16-ounce cans for around $7. Night Shift will sell 12 packs of 12-ounce cans-the first version of such packaging for the brewery-for a suggested retail price of $15, which Burns noted is specifically aimed at “super premium” category leader Michelob Ultra. Made with a malt bill that includes 20% corn, it’s 4.3% ABV and has 120 calories-about the same as Bud Light. Nite Lite’s basic stats line up nicely against those that beer’s biggest brands like to promote. I know that sounds silly, but a war is won after many small battles, and this is how we start chipping away at what they’ve built.” “At the end of the day, we want to challenge the light beer category and put macros on notice that we’re coming. “Nite Lite could work well in Walmart or Sam’s Club, where we didn’t have that opportunity to sell before,” he says. In fact, he says Night Shift currently sells no beer in either of those in Massachusetts, which makes this Lager a big opportunity. Night Shift co-founder Rob Burns, who also oversees sister business Night Shift Distribution, says he plans to specifically ask for placement among macro adjunct lagers and will also seek new businesses to carry his beer, including big box and convenience stores. Its specific goal will be to take on brands like Miller Lite, Bud Light, and Coors Light by taking up space right next to them on shelves. Beginning in late April, Everett, Massachusetts’ Night Shift Brewing will further plan that heist by going directly after Big Beer.Īfter slowing ramping up specialty batches of its Nite Lite Light Lager the past two years, the brewery is set to take the brand year-round in its Maine, New York, and home state markets. Subscribe to PremiumĪmerican craft brewers have long seen their foray into the industry as an ongoing effort to steal taste buds and dollars away from generations-old macro producers. Big plays, smart moves, and otherwise curious indicators of beer's possible future. From Barons to Barrels with Captain Pabst.Message in a Bottle with Brewery Ommegang.Beer is Labor with East Brother Beer Co.Let Go or Get Dragged by Jerard Fagerberg.Ferments at Low Temps by Stephanie Byce.Not crushingly bitter but has an awesome bite. Lightly carbonated and medium bodied, this is quite smooth. The finish is a combination of everything Mid palate takes a nice bitter turn but is balanced out by mild toffee notes. The front of the sip is the same fruit onslaught as suggested in the nose with a crackery malt to hold it together. No perceptible bitter aromas, but smells very fresh This one pours a nice pale yellow/orange with 3 (!!) fingers of soapy white head that sticks around forever, leaving some patchy lacing as it goes downĪbsolutely massive tropical fruit aromas, ripe pineapple, cantaloupe, and peach. They have appeal in the area specifically as they are local, but the brewery is over an hour away from me and I haven't made it out there yet, hope to once this covid shit clears up Night Shift is another one of those breweries that I like to try as much as I can from.
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