Beer Release: NW: Coming Soon (Annually) … New Belgium Brewing’s Shift Pale Lager

image of Shift Pale Lager sourced from BeerStreetJournal.com, please click on the image to support them In the category of great ideas we can include another, New Belgium canning their beer.

Now word is coming to us from the brewery that they will be releasing Shift, their Pale Lager, in 16oz cans and it will be available all year.

New Belgium Brewing (www.newbelgium.com) is pleased to announce 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.”

About the Beer

Shift Pale Lager features the newly developed Nelson Sauvin hop, which brings forth elements of citrus and soft fruit alongside specialty malts and lager yeast. Easy to drink, crisp and congratulatory, Shift is ready for a responsible session in the backyard and beyond. Alcohol by volume is 5 percent.

The brewery isn’t stopping with just announcing the promotion of their Pale Lager from seasonal to annual status. The brewery has gone as far as creating an app that allows you to set a Shift Beer time and share your “clock-out” to friends on Facebook & Twitter.

The “NewBelgium” app is available for Android and iPhones and will continue to offer fresh content. New Belgium’s Facebook fans can also invite friends to have a Shift Beer and win weekly gear or a local Shift party (www.facebook.com/NewBelgium).

Look for Shift Pale Lager wherever you find New Belgium beers. As always if you can’t find New Belgium where you live, ask your server or grocer to get some!

Cheers

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.  In addition to producing world-class beers, New Belgium takes pride in being a responsible corporate role model with progressive programs such as employee ownership, open book management and a commitment to environmental stewardship.  For more information, visit www.newbelgium.com.

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