THE GIST

American craft brewers have long seen their foray into the industry as an ongoing effort to steal taste buds and dollars away from generations-old macro producers. Beginning in late April, Everett, Massachusetts’ Night Shift Brewing will further plan that heist by going directly after Big Beer.

After slowing ramping up specialty batches of its Nite Lite Light Lager the past two years, the brewery is set to take the brand year-round in its Maine, New York, and home state markets. Its specific goal will be to take on brands like Miller Lite, Bud Light, and Coors Light by taking up space right next to them on shelves. Night Shift co-founder Rob Burns, who also oversees sister business Night Shift Distribution, says he plans to specifically ask for placement among macro adjunct lagers and will also seek new businesses to carry his beer, including big box and convenience stores. In fact, he says Night Shift currently sells no beer in either of those in Massachusetts, which makes this Lager a big opportunity.

“Nite Lite could work well in Walmart or Sam’s Club, where we didn’t have that opportunity to sell before,” he says. “At the end of the day, we want to challenge the light beer category and put macros on notice that we’re coming. I know that sounds silly, but a war is won after many small battles, and this is how we start chipping away at what they’ve built.”

Nite Lite’s basic stats line up nicely against those that beer’s biggest brands like to promote. Made with a malt bill that includes 20% corn, it’s 4.3% ABV and has 120 calories—about the same as Bud Light.

Night Shift will sell 12 packs of 12-ounce cans—the first version of such packaging for the brewery—for a suggested retail price of $15, which Burns noted is specifically aimed at “super premium” category leader Michelob Ultra. The beer will also be available in four packs of 16-ounce cans for around $7. Half-kegs of the beer will sell for about $120.

“As far as we can tell, it’ll be one of the lowest craft keg prices in the Massachusetts market,” Burns says. “Boston doesn’t have many $5 pints anymore, and we’re hoping that’ll get it there.”

Burns says he plans to produce about 4,000 barrels of Nite Lite before the end of 2018 thanks to a new contract brewing agreement with Rhode Island’s Isle Brewing Guild. That amount would immediately make the Light Lager one of the top three brands by volume for the brewery alongside Whirlpool (a New England Pale Ale) and Santilli (an IPA).