I have always said that "American Lager" is a style like any other and I understand why so many craft breweries and beer enthusiasts don't want to go there. There are already so many examples of the style everywhere you look but that doesn't mean that the craft version has to emulate the macro version. Use different hops, more hops, better malt and a yeast with more character. Use less corn or no corn. Less rice or no rice. Give the beer better character but still nice for a warm and sunny day. I remember tailgating with my daughter before an Indiana football game. I found Urban Chestnut Zwickel at a big liquor store down there and offered one to a guy hanging with us. He looked at the can like he had never seen anything like it, was wowed by the entire top coming off but when he tasted it... you could tell he was in Beervana.