Are A-B and MillerCoors Going After Yuengling with New Beers?

Dear Client:You will recall last week when it was reported that MillerCoors cmo Andy England told Ad Age their new 5.3 abv amber lager, Third Shift, which will sell at just above premium pricing. "I think there's a huge mid-level price opportunity. I think there's an awful lot of beer that's indexed either at 100 or at 150 and I think there's a mid-level price opportunity there that I think Third Shift is going to hit between the eyes," said