Back from the market, $9.60 lighter in the pocket and with a six pack of 12 oz cans. Beer pours light gold, quite hazy with a nice fluffy head. Pronounced American hop aroma. Highly carbonated, little discernable malt flavor (to the point where, like with "lite" beers, carbonic flavor is quite noticeable), flavor is citrusy/lemony (doesn't Boston Beer do a lot of business in shandy/hard lemonade type drinks?)
This presents me with a similar quandary to Victory Home Grown New American Lager. I don't know who the target is. The price isn't going to make it jump off the shelf. It doesn't exactly LOOK like a standard American Lager, and even if the carbonation and level of malt flavor (and low apparent bitterness) wouldn't immediately put those customers off, the hoppiness probably would. To a craft drinker, it's a really watery SIPA. Who are they aiming for? Maybe the people who already buy their "malternatives" for cheaper? Hmm.
I still don't get it. Maybe those food pairings bring out the magic...or at least they'd make me so happy I'd forget the beer!