Right now, it’s lime.

The Miller Brewing Company introduced Miller Chill in June 2007. The beer has done incredibly well — sales are about to surpass first-year expectations. According to Bloomberg Media, more than 325,000 barrels were sold in the first three months, allowing it to capture one percent of the US beer market-tremendous growth for an introductory product.

Anheuser-Busch just released Bud Light Lime. They intend to drive purchases amidst a struggling economy and stagnant beer sales. Just in time for summer barbecues, Anheuser-Busch is backing Bud Light Lime with a $35 million advertising campaign, MSNBC reports.

So how should beer companies react? Here are my recommendations for several well-known brands.

Bud Light Lime: You hopefully did the research and found that people like lime. Use your leverage as a mass-distributor to get your product to where people buy beer. Then advertise your lime beverage like crazy to get people to try it. A $35 million budget is a nice start. Drive sales up to make the investment worth it and then get out before sales tank.

Miller Chill: With another mass-market competitor entering, your brand will feel the pressure. So you have to make a decision. Do you pull out of the market, take your profit, and let Bud take the share? Or do you increase advertising and take on this new summer refreshment head to head? Not an easy call. I feel that you cannot just let Bud Light have the percent share of the market you worked hard to earn. You have done well this past year and with a little creative advertising, you should go challenge your largest competitor.

Coors Light: Stay out of the “lime craze.” You cannot win. First, you are too late to enter. You cannot compete after both Miller Lite and Bud Light have entered the arena. Second, you pride yourselves on “Rocky Mountain ice cold refreshment.” When people think about limes and beer, the most common association is Corona, which is a Mexican beer. The Rocky Mountain cold does not equate well with warm, Gulf coast beaches. A Coors Lime dilutes your unique positioning proposition.

Corona: Keep doing what you are doing, maybe step up advertising a little bit, but you are the import that owns limes. Lime plus beer equals Corona. What started as a seasonal beer is now the largest import beer in the United States. These other beers will fade and you will remain on top. Keep up the good work.

Guinness: Have no fear Guinness drinkers-your beer will not be changed. If there is one thing that will unite the Protestants and Catholics of Northern Ireland, it is a mutual agreement that fruit does not belong in thick, Irish beer. Your brew will remain unchanged.

In downtown Boston, where the city has celebrated St. Patrick’s Day since the mid-1700’s, Blast’s John Forrester gathered together a small group for an evening of Irish cuisine and beer. Beginning with pints of Guinness as Shepherd’s Pie was being prepared, the five guests sampled various Stout-based concoctions.

Guinness, by far Ireland’s most commercially successful beer, is often mixed with other types of beer and liqueurs. Both in the U.S. and in Ireland, the most common example is the “black and tan,” or “half and half”–one part stout and one part lager or ale, such as Harp and Bass. Another popular mix was the “black fog”–a few splashes of Chambord, a Black Current flavored liqueur, and Guinness.

Overall, the crowd-pleaser seemed to be the Black and Gold–half Stout and half alcoholic cider, such as Magner’s or Strongbow. There are, of course, countless other concoctions that will allow you to go beyond the standard pint of green-dyed Budweiser or traditional Guinness this holiday, so strap on that shamrock, throw on a green t-shirt, and start your own St. Patrick’s Day tradition this year.

“Craic” is an Irish term for a light-hearted evening filled with good food, drinks, music and laughter. While there are many ways to celebrate the holiday–breweries, bars and restaurants are all known to have events–try inviting some friends over for an intimate night of Irish food and drinks this St. Patrick’s day. Instead of the stereotypical corned beef, hash and green beer, here’s a unique dish from the land of Erin that is sure to help bring a bit of craic to your St. Patrick’s Day party.

The Blast Shepherd’s Pie

Serves 5-6

2 to 2 1/2 pounds potatoes, such as russet, peeled and cubed
3 tablespoons sour cream
1 cup milk
Salt and black pepper
extra-virgin olive oil

1 11.5 fl. Oz. bottle of Guinness Draught Stout
2 pounds ground beef

1 clove garlic
2 medium-sized carrots
1 large onion
2 1/2 tablespoons salted butter
3 tablespoons all-purpose flour
1/2 cup chicken broth
2 heavy dashes of Worcestershire sauce
1 cup frozen peas
1 teaspoon paprika or cayenne pepper

Hot sauce (optional)

Prep Work: Chop carrots, onions and garlic. Peel potatoes and cut into 1 to ¾ inch cubes.

Begin by boiling the potatoes with generous dashes of salt while you warm a skillet on another burner to cook the beef. While the potatoes cook, add a small amount of olive oil to the pan and the chopped garlic. When the garlic begins to smell fragrant, add the ground beef and cook for a few minutes. As the meat begins to turn brown, add salt, pepper and a third of the Guinness bottle. If so desired, add a dash or two of hot sauce as well. Once the beef is browned throughout, add carrots and onions, and stir often.

Keep an eye on the potatoes; when they’re tender, drain the water. Add milk and sour cream, and mash until mostly smooth. Once they’re at the desired consistency, cover and set aside.

To make the gravy, use another burner on medium heat and melt butter in a small skillet. Once the butter is liquified, add flour, chicken broth, salt and pepper, and the remaining 2/3 of the Guinness. As you’re making the gravy, preheat the broiler on a high setting. Stir constantly so that the gravy does not melt, and no lumps of flour remain. Let it thicken as it cooks for a minute or two, and then add to the meat and vegetables. Lastly, add peas to the meat.

Take out a rectangular baking pan with 3 to 4 inch sides, and fill with meat and vegetables. Cover bottom of pan evenly and then spread potatoes over the meat, forming a top layer. Sprinkle fine layer of paprika or cayenne over the top.

Place the pan away from the heat source in the broiler and cook until top layer of potatoes are browned.