"We put a lot of thought into this decision," Soja recalled. "We stand for good beer, you know? It's on every one of our shirts. Now was the time to stand behind that. We believe that any brand loyal light lager drinker will be able to find a suitable replacement to their favorite — and who knows? Maybe they will develop new favorites along the way. That's half the fun of drinking beer at Lures - we want people to explore."