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MillerCoors seeks to innovate by looking at what they did 100 years ago

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prohibition

MillerCoors is testing a new beer, dubbed Batch 19, based on a pre-Prohibition recipe found in the archives of Coors in Colorado. The beer will be sold starting in April on draft in select areas, none of which is Atlanta. Chicago, Milwaukee, San Francisco and Washington will be getting Batch 19 first.

Batch 19 is named after 1919, the year right before Prohibition.

I’m actually a little excited to try this beer, if it ever makes it down our way. Reading Ambitious Brew by Maureen Ogle got me pretty fired up about America’s fine brewing history.

In other news, Miller Lite will soon be rolling out a new bottle which, according to Peter Swinburn, chief executive of Molson Coors Brewing Co., is supposed to:

“explode the flavor more”

I kid you not. Actual quote. I couldn’t make that up.

Also, that’s what she said, Mr. Swinburn. That’s what she said.

Image source: kristisanders23

3 thoughts on “MillerCoors seeks to innovate by looking at what they did 100 years ago

  1. Kyle & I will have to try it when we are in Chicago in June…if we remember :)

  2. I can’t tell you how glad I will be when beer has more consistent flavor explosions. More explosions is a step in the right direction, especially given that they have “the” flavor.

    Is this beer called Bruckheimer?

  3. @olllllo I completely agree. I also think it would be great if MillerCoors came out with a John Woo beer that tasted like slow-motion flips and doves flying.

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