Hard cider was exploding, up about 70% a year from 2012 to 2014, and drinkers were roughly 50/50 men and women. Beer guys were still skipping it. MillerCoors needed a national entry that did not look like the rest of the shelf.
 

Bring back the sturdy side of hard cider.  Blacksmiths, not orchards. 16 oz cans, a hammer mark, and film that felt like a tall tale. Shot with Bob Yeoman. Social turned the same world into #19thCenturyProblems. Launch night in Brooklyn, March 5, 2014, with an arm-wrestling tournament. Machines later toured, including Coors Field.