E-Malt.com News article: USA, CO: New Belgium Brewing Company launches Shift Pale Lager

New Belgium Brewing announced on March, 7, that its newest year-round offering, Shift Pale Lager, will roll into markets on April 2.

Capitalizing on New Belgium’s recently expanded can line, Shift will be available in 16-ounce cans only. In addition, the four-pack cartons are 100 percent recycled content. The beer’s name evokes New Belgium’s tradition of sharing a shift beer at the end of the day to celebrate a job well done.

“We’re excited to put a New Belgium twist on pale lager,” said New Belgium spokesperson Bryan Simpson. “The 16-ounce can is the perfect delivery system for this beer and it travels well.”

Shift will be available in most New Belgium distribution areas; pricing varies by market.

About New Belgium Brewing Company

New Belgium Brewing Company, makers of Fat Tire Amber Ale and a host of Belgian-inspired beers, began operations in a tiny Fort Collins basement in 1991. Today, the third largest craft brewer in the U.S., New Belgium produces nine year-round beers; Fat Tire Amber Ale, Sunshine Wheat, Ranger IPA, Belgo IPA, Shift Pale Lager, Blue Paddle Pilsner, 1554 Black Ale, Abbey and Trippel, as well as a host of seasonal releases.


09 March, 2012