The $1 million behind New Belgium’s new Shift

Dear Client: New Belgium's April-imminent Shift Pale Lager signals a couple of firsts: It's the No. 3 craft brewery's first 16 oz. can offering. It seems a big bet on the industry's interest in novel session beers. And it is, to our knowledge, the first year-round brand launch they've put $1 million behind. We asked brewery spokesperson Bryan Simpson to break down the media investment, and how they expect it to pay off. BEHIND THE INVESTMENT. The majority of the