Not sure of their target audience on this one except for maybe targeting someone like me who has a fond nostalgia for Beck's but has moved on to fuller flavored beer, loves lager, and has a bit of knowledge about hop varieties and the fairly new Saphir hop from Germany. Boy, that's gotta be a small subset....;-)
Not as bad as I was expecting from reading the reviews so far. This is very close to a maibock/helles bock with a creamy honey flavored malt backbone and hay like hop flavor. Could use a little more bitterness to help balance and a little more hop aroma imo. Finishes a bit sweet which would make it hard to have more than two in a sitting I would think but still enjoyable. I can see buying more if 12 pack prices are reasonable.
New England area fans of Naragansett Bock will also like this one - I thought it was very similar.