This April, Night Shift Brewing (“NSB”) will ask beer drinkers to rethink their expectations of light beer. With Nite Lite, a craft light lager returning as a year-round offering, NSB is hoping to set a new standard within the light beer category.
“As we looked at opportunities in the market, we realized that our next big thing wasn’t in the typical craft brewery sandbox – it was in light beer,” said NSB Co-Founder, Rob Burns. “If you look at existing light beer options, it becomes clear that there’s a lot of overlap: bland flavors, redundant branding, macro-brewery after macro-brewery. We think customers deserve better than this sea of sameness. [They] no longer have to choose between craft beer and light beer. Nite Lite is both.”
Per IRI data, nearly 100% of the light beer market in MA is owned by macro-breweries. According to Burns, this limits consumer options.
“If you want to buy independent, high-quality, super drinkable craft beer, your best bet isn’t the light beer cooler right now. That’s a problem we’d like to solve,” he added.
According to Burns, the opportunity to compete in a space primarily owned by the biggest breweries in the world, instead of their craft brewery neighbors, is a worthy endeavor. Their hope is that Nite Lite will raise the standard for light beer consumers. With Nite Lite, NSB plans to offer the consumer something new, different, and better.
“Our team is passionate about the recipe we’ve developed,” noted Burns, “We’re confident that Nite Lite, a true craft light lager, will stand out.”
The beer’s recipe aims to deliver a full-flavored, easy-drinking beer experience. At 4.3% ABV and 120 calories per serving, Nite Lite fits the bill of a typical light beer on paper. But unlike most light beers, Nite Lite has a high malt-to-corn ratio, is unfiltered, unpasteurized, all natural, and excludes any preservatives or additives.
This isn’t NSB’s first attack on the industry status quo. In 2016, they launched Night Shift Distributing with the goal of disrupting the MA beverage wholesaler landscape. Now with 17 brands in their portfolio and statewide distribution, their message is having an impact.
“With distribution, we recognized that traditional wholesalers were conducting their business in a way that hadn’t changed in years, which has stifled franchise law reform and innovation. Their resistance to change and our forward thinking allows us to bring a fresh approach and an eye for the “small guy” that is needed in this industry. Why not apply a similar strategy to the stagnant light beer category?'” said Burns.
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NSB is planning a Nite Lite launch event in late April. Following that, the beer will be available for distribution throughout MA, NY, and ME. Burns says the team is truly excited about what’s next.
Nite Lite will be available in a debut format of 12oz 12-packs as well as Night Shift’s standard 16oz 4-packs. As for pricing, Nite Lite aims to be competitive. 12-packs will be featured in the light beer section with a suggested retail price of $14.99, 4-packs in the craft section for a suggested retail price of $6.99.
Night Shift Brewing was founded in 2012 by a trio of friends with a shared passion for homebrewing. Through culinary inspiration and determined innovation, we aim to create memorable craft beers that offer a wide array of unique, complex flavors.