The launch of Game Changer comes at a time when the company is facing increased pressure on its beer profit margins, which Smith described to analysts as "difficult in the last couple of years with continued price increases from manufacturers and distributors."



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The beer is expected to stake out a middle ground between the cheaper domestic brands and more expensive craft and import brands offered at the chain. Smith explained, while she expects the Buffalo Wild Wings/Red Hook collaboration to have similar margins to the restaurant's lower-priced domestic draft beer offerings, it will be be priced "between" the two categories on the price spectrum.



With more than 900 locations in North America, the Buffalo Wild Wings chain serves more draft beer than any other restaurant in the country and serves as the No. 1 account for more than 50 different beer brands.

UPDATE: According to a Redhook spokesperson, Game Changer will be a Pale Ale with an abv of 4.6%.



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