Archives for May 2020

PEWAUKEE, Wis. – Brew Pipeline, a direct-access platform between craft brewers and new markets, announced it’s partnering with Wisconsin’s Ale Asylum to bring its newest beer, FVCK COVID, nationwide beginning this June. FVCK COVID is available in two beer styles – Pilsner, originally launched in only Wisconsin last month, and Hazy Pale Version 2.0, released just last week.

“Never in my lifetime would I expect to witness something of this nature, let alone experience the sheer totality of each and every way this affects our staff, our families, and our community,” says Otto Dilba, co-founder of Ale Asylum. “The name may not be subtle, but it succinctly captures exactly how all of us feel about this moment. Also, hoarders.”

“The demand for FVCK COVID is growing rapidly – the initial release sold out in minutes at the brewery,” says Steve Kwapil, CEO and co-founder of Brew Pipeline. “ And the brewery has since tripled their production efforts to keep up with demand. We’re thrilled to help Ale Asylum bring this beer beyond Wisconsin and to do our part to support those financially affected by Covid-19 in the restaurant industry.”

FVCK COVID is available throughout summer in four-packs of 16-ounce cans. The suggested retail selling price will range from $7.99 to $9.49 depending on various state taxes and promotions available.

Pilsner
4% ABV
Clean, crisp and refreshing

Hazy American Pale Version 2.0
5% ABV
Sessionable, bright, citrus, soft and hazy

To help restaurant workers struggling from the wake of COVID-19, $2 per case will be donated to the Restaurant Employee Relief Fund . This fund was created to help restaurant and foodservice industry workers experiencing extraordinary hardship in the wake of the coronavirus disease (COVID-19) outbreak. Through this fund, grants will be made to restaurant industry employees who have been impacted by COVID-19, including a decrease in wages or loss of employment. This fund is operated by the National Restaurant Association Educational

Foundation, whose mission is to attract, empower and advance today’s and tomorrow’s restaurant and foodservice workers.

For more information regarding distribution and retail, please email info@brewpipeline.com

About Brew Pipeline
Led by industry veterans, Brew Pipeline is the first direct-access platform between the best craft brewers and new markets across the nation. Forward-thinking initiatives including Portfolio, Collab, and Guest Brewer provide a number of opportunities to connect brewers to new markets, retailers and consumers. As a one-stop solution for all logistics beyond the brewers’ dock, Brew Pipeline handles everything from marketing and promotions to order harvesting, registrations and chain communications. Additionally, they provide resources that build brewers brands, expand distributor portfolios, adding true incremental dollars to both breweries and distributors alike. For more information, visit www.brewpipeline.com and follow on social media @brewpipline and @guestbrewer.

About Ale Asylum
Ale Asylum is located in Madison, WI and has been serving the masses topnotch craft beer since 2006. In 2012 they moved to a new facility that is freestanding on 5 acres, 45,000 square feet and offers up an additional 85,000 square feet for expansion when the need arises. Their current facility has allowed them the advantage to brew in a 33 barrel brewhouse, the ability to enhance their sustainable practices and to utilize an automated bottling and canning line. They produce and package all beer on-site, making all-natural and unfiltered beer with impassioned spirit, the way beer should be made.

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SAN ANTONIO, Texas– Pearl Beer announced the relaunch of the iconic Gem of Fine Beer. The brand’s rebirth is rooted in San Antonio’s history and reimagined with a new look and taste inspired by the growth and success of its beloved home city. Pearl xXx will be available for purchase at select retail locations throughout San Antonio, Austin, Houston, Dallas/Fort Worth and other Texas counties starting this week, with full distribution starting in June.

An introduction 134 years in the making, Pearl xXx represents a return to its heritage of quality, bearing the triple x’s, the pre-prohibition signature of craftsmanship. Established in 1883, with production beginning in 1886, the Pearl Brewery has been a timeless icon in Texas, sustaining itself through prohibition and embracing change early-on by becoming a female-owned and operated brewery in the early 1900s (Emma Koehler took over operations of the brewery in 1914 after her husband’s death).

“This relaunch of Pearl Beer is all about paying homage to Pearl’s deep roots while embracing the San Antonio of today,” said Pearl Brand Manager and San Antonio resident, Daniel Crawford. “The rich and storied heritage that consumers have come to know and love for decades is the foundation of the brand. It’s an honor and privilege to build upon that foundation with a renewed look and taste that reflects the continuous evolution of the City of San Antonio, and Texas as a whole. Being based in San Antonio myself, as well as our company growing presence in Downtown San Antonio, it’s exciting for us all to be a part of the rebirth of this legendary beer as well as the momentum our city is seeing.”

With an ABV of 3.8%, this renewed, easy-drinking Texas beer is brewed at a craft facility in the Texas hill country with the finest ingredients, including premium Czech Pilsen malt, caramel malt, and a touch of wheat for a smooth, modern take on a classic American lager. A touch of citrus at the end of the boil gives it a truly distinct flavor.

The design is inspired by the original characteristics of the brand, including its iconic clamshell shape and script, and updated with a new timeless look. Austin-based agency Guerilla Suit reverted back to Pearl xXx Beer’s rich, storied heritage to refine and polish what makes the beer a gem among traditional-style lagers. Packaged in a new bottle, Pearl xXx Beer’s updated design repositions the beer as a modern classic that Texans can both identify with and (re)adopt as their own.

In conjunction with the beer’s release, Pearl xXx has partnered with local artisans like Richter Goods to create a line of modern clothing inspired by the heritage of the brand, as well as with Jung Provisions to create a limited edition candle. Pearl xXx Beer will continue to champion local artisans and makers embedded in Texas culture to create signature and one-of-a-kind merchandise items and lifestyle products.

“Pearl x Richter Goods wearables revives the brewer’s workwear of the late 1800s,” said Richter Goods Owner, Mario Guajardo. “The collection joins heritage with modernity to recapture the glory of a 134-year-old brand. The wearables feature chain-stitched embellishments produced on a 1927 Singer sewing machine by local brand Lunchroom Anxiety. The function of each wearable reflects historical archives and breathes tradition into our lives.”

Pearl Beer will be available at select retailers in all major Texas cities, with six-packs available at a suggested retail price of $9.49.

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