Pretty label, right? Craft beer-esque, no?

Um, yeah…no. No it’s not.

The bigwigs over at MillerCoors are clearly trying to get in on the boom in craft beer sales; according to the Brewers Association, a sales dollar increase of 10.3% in 2009. Only being marketed in Colorado (for now at least), using almost all local Colorado ingredients and using the word small (or euphemistical version thereof) smattered all over the website; the average Joe Six Pack out there could be forgiven for thinking he was onto something interesting.

From the AC Golden Brewing (AKA MillerCoors)site:

Nestled against the foothills of the Colorado Rockies is the AC Golden Brewery, where in the time-honored tradition of craft-brewers, we create limited production beers in small 30-barrel kettles imported from Germany. No Super Bowl commercials. No magazine spread ads. Just a commitment to brewing great beer.

Not so much, Joe. Here are the stats on the 12oz Colorado Native Lager:

ABV 5.5%
IBU 26 (Centennial, Cascade & Chinook hops)
Calories 160

Can anyone say B-O-R-I-N-G?? How can you use those three amazing hops and end up with a lowly 26 IBUs? Did they just swish ‘em around for a minute after the boil was done? Let’s just hope it stays right where it is; in Colorado. As for the rest of the states, here’s to keeping the conglomerates the heck out of our delicious craft beer industry!

Boo, MillerCoors, boo.