A light lager distinguished by its iconic silver can, the product is known for its crisp, refreshing taste and association with a Rocky Mountain image. Its production involves a cold brewing process and is marketed towards consumers seeking a readily accessible and easily drinkable beer option.
The beverage occupies a significant position within the American beer market due to its widespread availability and recognizable branding. It has cultivated a strong consumer base through consistent marketing campaigns and sponsorship of various sporting and outdoor events. Its historical development reflects evolving consumer preferences for lighter-bodied beers.