HUH? The Battle Brewing to Become the Coors Light of Craft Beer.

Any worthy contender to be the Coors Light of Craft Beer (sorry if the phrase turns your stomach) must walk a fine line. It would have to taste good to keep craft drinkers happy, but couldn’t be so strong or full of flavor that it wouldn’t be “sessionable,” to use a popular craft beer phrase. It would also have to be made by an independent company rather than be yet another label owned by a Big Beer corporation, because the “little guy” factor is undeniably part of the attraction in craft beer circles.

It’s this concept that inspired House Beer, based in southern California and sold in simple cans that bear a little resemblance to old-school Miller Lite, to enter the market. Frustrated at having to “choose between beers that were great for drinking and beers that tasted great,” the company website says, House Beer’s founders wondered, “Why can’t you have your beer and drink it too?”

The goal for House Beer was to combine the quality of “craft beers with the drinkability of Coors Lite,” for a product that’s “brewed with taste and care you would find in most craft beers but one you can drink time and time again,” a company PR contact explained.

I get it, but it still seems like trying to become the Darth Vader of charitable giving.