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Miller-Coors Launching New Hard Cider


smith and forgeAimed squarely at the he-man, Smith & Forge hard cider is launching nationally, boldly packaged in a black, orange and antique white can featuring a blacksmith’s hammer.  The packaging delivers a message of a bygone era when toughness and hard work were celebrated values.


“There was a time when more hard cider was consumed in America than beer.  Now hard cider is exploding again, but the sweetness of many current ciders can be a turn off to beer drinkers, and some of them are looking instead to spirits and crafts for variety,” said David Kroll, MillerCoors vice president of insights and innovation. “Smith & Forge is a strong, just-sweet-enough hard cider that encourages guys to discover — or rediscover — the world of hard cider.”


Earning its tough guy chops, Smith & Forge is 6% alcohol by volume, a bit stronger than MillerCoors regular beers but not as high as many craft beers.  It will be sold in 12 and 16 oz. cans.  By the way, their web site is fun.