Ft. Collins, CO, March 7, 2012 — 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.
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.
“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.”
New Belgium has created a downloadable app that allows users to set a Shift Beer time and announce a clock-out to friends on Facebook and 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).
Shift will be available in most New Belgium distribution areas; pricing varies by market. To find New Belgium beers in your neighborhood, use the New Belgium Libation Location tool: http://www.newbelgium.com/
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.