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Andrew Innes

The History of the August Schell Brewing Company

May 3, 2025 by Andrew Innes

The History of the August Schell Brewing

Nestled along the Cottonwood River in New Ulm, Minnesota, the August Schell Brewing Company stands as a testament to family tradition, German heritage, and unwavering resilience. Founded in 1860 by German immigrant August Schell, it is the second-oldest family-owned brewery in the United States, surpassed only by D.G. Yuengling & Son. As one of the few pre-Prohibition breweries still operating under family control, Schell’s has weathered wars, economic turmoil, and the 13-year ordeal of Prohibition, emerging as a cornerstone of American brewing history. This article delves into the brewery’s origins, its survival through Prohibition, and its enduring legacy as a craft beer pioneer.

The History of August Schell Brewing Company
August Schell was born on February 15, 1828, in Durbach, in the Grand Duchy of Baden, Germany. At age 20, he immigrated to the United States in 1848, seeking opportunity amid the political unrest following the failed revolutions in Europe. After working as a machinist in Cincinnati, Ohio, Schell joined a group of German immigrants from the Turner Society, a cultural and gymnastic organization, to co-found the town of New Ulm, Minnesota, in 1857. Recognizing the growing German population’s thirst for traditional beer, Schell partnered with Jacob Bernhardt, a former brewmaster, to establish a small brewery in 1860. They chose a scenic site two miles from New Ulm’s center, where spring water and ice from the Cottonwood River provided ideal brewing conditions.

The brewery began modestly, producing about 200 barrels annually. In 1866, Schell bought out Bernhardt, assuming sole ownership and initiating an unbroken chain of family stewardship. Despite challenges like the Dakota War of 1862, which damaged much of New Ulm but spared the brewery, Schell’s operation grew steadily. By the 1880s, the family built a grand mansion, gardens, and a deer park on the brewery grounds, now listed on the National Register of Historic Sites. August invested in advanced equipment, including a $25,000 copper brew kettle, optimizing production for the acidic wort and beer. When August died in 1891, his wife, Theresa, inherited the brewery, with their son Otto, who had studied brewing in Germany, taking over management.

Modernization and Pre-Prohibition Growth
Otto Schell modernized the brewery, introducing refrigeration by 1900, which replaced the reliance on river ice stored in caves to control fermentation temperatures. This allowed year-round brewing, boosting production. The brewery was incorporated in 1902 as the August Schell Brewing Company, with Otto as president, Theresa as vice-president, and George Marti, August’s son-in-law, as secretary-treasurer. The company thrived, serving the region’s German-American communities, though it faced competition from larger breweries like Anheuser-Busch and local rivals in New Ulm, such as Hauenstein Brewery. Otto’s sudden death in 1911, followed by Theresa’s four months later, left George Marti in charge, steering the brewery toward its greatest challenge: Prohibition.

Surviving Prohibition: Adaptation and Grit
The passage of the 18th Amendment in 1919, enacting Prohibition, banned the manufacture, sale, and transportation of alcoholic beverages, devastating the American brewing industry. Of the roughly 1,900 breweries operating in 1915, only about 600 survived by 1934. Schell’s was among the fortunate few, thanks to strategic adaptation led by George Marti. The brewery shifted to producing “near-beer” (a low-alcohol beverage with less than 0.5% ABV, legal during Prohibition), soft drinks, and candy. It also began making 1919 Root Beer, named for the year Prohibition began, which remains a popular product today.

To generate income, Schell’s sold off taverns and properties it owned in nearby towns, which had previously ensured exclusive distribution of its beer. A ledger from the 1920s, displayed in the brewery’s museum, records inventories of these non-alcoholic products, while an ebulliometer used to verify near-beer’s alcohol content underscores the scrutiny breweries faced. Despite these efforts, survival was precarious, and the brewery nearly closed. Family lore recounts illicit moonshining, with a still—later destroyed by George Marti to avoid federal detection—kept in the brewery museum as a relic of those desperate times.

When Prohibition ended with the 21st Amendment in 1933, Schell’s swiftly resumed brewing. Having maintained its equipment, the transition was smoother than for many competitors. George Marti’s leadership ensured the brewery’s survival, but he died in 1934, passing the reins to his wife, Emma, and son, Alfred (“Al”) Marti, who became president and manager.

Post-Prohibition Recovery and Challenges
Al Marti led Schell’s through the post-Prohibition era, a time of industry consolidation. By the 1950s, large breweries like Budweiser and Miller dominated, out-advertising smaller operations. Schell’s maintained a regional foothold, bolstered by New Ulm’s tight-knit German community. Al added local flair by founding the Schell’s Hobo Band, a community ensemble still active today. However, by the 1970s, only 42 U.S. breweries remained, and Schell’s faced severe financial strain. In a desperate move, the brewery sold lumber from a massive black walnut tree on its grounds to keep its doors open.

In 1969, Al retired, and his son Warren Marti took over. Warren diversified the product line with Schell’s Export Beer, Schell’s Light Beer, and the continued production of 1919 Root Beer. Despite these efforts, the rise of “mega-breweries” threatened small operations. Warren’s persistence and the brewery’s historical grounds, including the sale of the walnut tree, were critical to its survival.

The Craft Beer Renaissance and Modern Success
The turning point came in 1984 when Warren’s son, Ted Marti, assumed operations, becoming president in 1985. Trained at the Siebel Institute of Brewing and having studied under German brewers, Ted spearheaded Schell’s entry into the craft beer movement. In 1984, Schell’s brewed the first American wheat beer since Prohibition, a German-style Weiss Beer that evolved into its seasonal Hefeweizen. Ted introduced craft brews like Schell’s Pilsener, which won a gold medal at the Great American Beer Festival in 1988, and others, such as Alt and Pale Ale, which earned medals for their quality. By the 1990s, Schell’s produced 38 different beers, establishing a reputation for innovation.

In 2002, Schell’s acquired the Grain Belt brand after the Minnesota Brewing Company’s bankruptcy, expanding its portfolio with varieties like Grain Belt Nordeast (2010) and Southwest Cerveza (2019). A state-of-the-art brewhouse added in 1999 enhanced production capacity, while a gift shop and taproom opened in 2005, boosting tourism. The brewery’s grounds, with their historic mansion and gardens, draw thousands annually for tours, beer tastings, and events like Bock Fest and Oktoberfest, reinforcing its cultural significance.

Ted’s sons—Jace, Kyle, and Franz—represent the sixth generation, with Jace leading the Noble Star Collection of sour Berliner Weisse beers until his departure in 2024 to pursue distilling. The Starkeller facility, opened for these sour ales, now serves as a taproom. In 2020, Schell’s celebrated its 160th anniversary with the “Shift Happens” series, honoring its adaptability and Ted’s transition to his sons’ leadership. Today, Schell’s brews about 110,000 barrels annually, with 85% of sales in Minnesota, and distributes to several Midwestern states.

Legacy and Cultural Impact
The August Schell Brewing Company’s endurance is remarkable in an industry where most pre-Prohibition breweries vanished. Its survival stems from family dedication, strategic adaptation, and a deep connection to German heritage. The brewery’s focus on traditional German-style lagers and ales, combined with craft beer innovation, has earned it accolades, including a national reputation for Pilsners and Weiss beers. Its grounds, listed on the National Register of Historic Sites, and events like Bock Fest embody its role as a cultural hub in New Ulm.

Schell’s also reflects broader themes of German-American entrepreneurship. August’s involvement with the Turner Society highlights the role of ethnic networks in building businesses, while the brewery’s navigation of Prohibition and industry consolidation showcases resilience. Unlike many contemporaries, such as Mankato Brewing Co., which closed in 1969, Schell’s thrived by anticipating trends and maintaining regional loyalty.

As Ted Marti steps back, his sons are poised to carry the brewery forward, blending tradition with innovation. From August’s frontier vision to Ted’s craft beer revolution, Schell’s remains a beacon of family-owned brewing, proving that, as their 2020 campaign declared, “Shift Happens.” Here’s to a brewery that has poured history, one beer at a time, for over 160 years.

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Filed Under: Beer, craft lager, craftbeer

Maui Brewing Company Launches Coconut Wireless Nitro Cream Ale

October 14, 2020 by Andrew Innes

Maui Brewing Company Launches Coconut Wireless Nitro Cream Ale

Kihei, Hawaii – As heard through the coconut wireless, Maui Brewing Company will launch its final limited release beer of 2020, Coconut Wireless Nitro Cream Ale this Thursday. The smooth Coconut Cream Ale is bursting with toasted coconut, lactose milk sugar, and infused with nitrogen to add a velvety and creamy finish.

The recipe was developed by MBC’s Oahu & Kauai Market Manager, Dustin Gomes, who states, “I wanted to create something refreshing and different than what’s currently in market. I thought a light, refreshing Cream Ale with a hint of toasted coconut would be perfect for a relaxing day at the beach.”

Coconut Wireless is bright golden in appearance with a choke of coconut in its aroma. The creamy, smooth mouthfeel and sweetness is reminiscent of a coconut macaroon. The beer has an ABV of 5.5%.

Coconut Wireless will be available on draft and in 6-pack cans for to-go purchases at Maui Brewing Company restaurants in Kihei, Lahaina, and Kailua (Oahu) as well as area retailers and restaurants. A limited amount of cans and draft will be available in all markets where independently-owned Maui Brewing Company craft beer can be found.

MBC is a fiercely local company and has remained steadfast regarding local production. The MBC team are stewards of their communities and the ‘aina, and curators of the craft beer way of life. Their beers have been recognized worldwide for quality and innovation.

For more information, visit MauiBrewing.com or follow @MauiBrewingCo on Facebook, Instagram, and Twitter.

About Maui Brewing Company
Founded in 2005, Maui Brewing Company is Hawaii’s largest craft brewery, operating 100% in Hawaii. MBC is based on Maui, with its production brewery, full service restaurant and tasting room in Kihei, as well as restaurants in Lahaina (Maui), Kailua (Oahu), and Waikiki (Oahu). Maui Brewing Company is available in 20 states, 1 district, and 3 international countries with more areas to follow.

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Filed Under: Uncategorized

MiddleCoast Brewing Releases Winter Hard Seltzer Variety Pack for the Holidays

October 14, 2020 by Andrew Innes

MiddleCoast Brewing Releases Winter Hard Seltzer Variety Pack for the Holidays

Traverse City, Mich. — MiddleCoast Brewing Company has extended the summer of hard seltzer into the winter. MiddleCoast is pleased to offer a Peppermint Bark and Ginger Snap hard seltzer variety 6 pack.

Hard seltzer flavors have been evolving through the numerous companies trying to outshine each other, but MiddleCoast is the first to take it a step further by making flavors that are perfect for the winter holiday season.

Peppermint Bark has Swiss chocolate and peppermint mixed to remind you of the holidays. Ginger Snap uses ginger, macadamia, and cinnamon to create a wonderful ginger snap cookie. Both of them are bursting with flavor to get you through those family gatherings!

MiddleCoast will be distributing these throughout their home state of Michigan as well as, Pennsylvania, New York, and Connecticut.

For more information: website

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Louis Pasteur Patents How to Brew Beer – January 28, 1873

September 16, 2020 by Andrew Innes

Louis Pasteur Patents How to Brew Beer – January 28, 1873

Louis Pasteur Patents How to Brew Beer – January 28, 1873
Beer was first made by the Sumerians, and the technology was absorbed into the Babylonian and ancient Egyptian cultures. The practice of the Sumarians was to bake grains into bread, and the bread was moistened to begin the process of making beer. The baked bread was a way to preserve the grain for later use in the beer making process. A Sumerian beer was recreated recently by the folks at Anchor Steam Beer, as an experiment.

In more recent times, Louis Pasteur studied beer and wine making and patented a process for making beer which resulted in a better beer. Previously the wort was boiled and exposed to the air for cooling. In Pasteur’s process, the wort is kept in closed vessels and cooled by spraying the outside of the vessel with water. A special yeast was introduced into the mash after it cooled, thus preventing contamination of the wort with stray wild yeasts floating through the air.

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Tolago Hard Seltzer Launches in California

August 14, 2020 by Andrew Innes

Tolago Hard Seltzer Launches in California

LOS ANGELES– It is not news that the hard seltzer category is on fire, nor that many major beverage brands are adding their logo to a version of the same liquid that made the category explode two years ago. Conversely, Tolago is “building from within our communities’ culture,” explains Tolago Hard Seltzer CEO, Nicholas Greeninger. “We took a page out of the hard kombucha playbook when creating the product by using the highest quality, real ingredients,” he says. “To us, every 50-year-old corporate beverage logo on a hard seltzer can is lazy and a bit opportunistic. Until now, not one hard seltzer brand had listened to consumers or pushed the category in the right direction.”

Tolago is based on all-natural ingredients, including ethically sourced fresh fruit juices, purées, and natural botanicals from Southern California, as well as fair-trade certified 100% organic agave nectar from Mexico. Clean of chemical taste, gluten-free, and 5% ABV, the flavors include Ginger Pear, Guava Mango, Cherry Rose, and Agave Lime. Available only in fully-recyclable printed standard cans from Ball, the seltzers are premium priced and come in 6-, 12-, and 24-can cartons, with SRPs of $12.99, $24.99, and $49.99 respectively, or $1.99 per single.

The talent collective behind the brand includes fine artist and Creative Director Matt McCormick, who created the logo and package design. Brand Director Stevie Dreher is known for discovering and nurturing some of America’s top electronic musicians. Others within the 28-member owners’ collective include photographer Sandy Kim; skateboarder Louie Lopez; singer Omar Apollo; surfer Mitch Coleborn; and 2x Winter Olympian snowboarder ElenaHight. Each member of the group is using his or her talent, outlook, and network to facilitate unique collaborations and opportunities that will be executed across the three tiers.

Greeninger, the former branding and marketing power behind Saint Archer Brewing Company, which was acquired by MillerCoors, is the bridge from lifestyle to beverage. Other beverage sales and distribution experts include Doug Gudmundson (36 years in beer, most recently with Karl Strauss Brewing Company); Jason Schwenck (13 years with Red Bull America, and 12 years building numerous successful startup beverage companies); and Matthew Mitchell (25 years in wine & spirits, most recently with Jackson Family Wine Company). Tolago’s board of directors includes Circe Wallace (EVP, Wasserman), Henny Yegezu (Founder/CEO, EQT Recordings), and Robert Reynolds (Managing Partner, Seven Seas VC), all bringing their networks and specialized knowledge to the Tolago business.

In California, Tolago Hard Seltzer will be distributed by Young’s Market and reach retail shelves in September, just in time for the start of California’s true summer. Initial retail response has been positive – with particular enthusiasm for the better-for-you brand proposition, industry veterans, and high-profile advocates – and pre-orders from chain and independent accounts are underway. Tolago will also be sold via Amazon.com, Drizly, Postmates, Uber Eats, and Cloud Kitchens.

The brand’s robust marketing campaign includes in-store retail programming, point of sale materials, digital and out-of-home advertising, as well as an annual commitment to 1% for the Planet. Bryan Boeck, Senior Vice President of Young’s Market, enthuses: “We can’t wait to launch Tolago. The hard seltzer category is on fire, and we want only the best for our book of business. We don’t see many wine and spirits distributors going into the category, which excites us.” The Tolago executive team is in talks with other select distributors nationwide.

“Tolago is the only drink I keep at my house AND the studio. It’s a secret weapon for a pool day or late night recording. I never get caught without a case!” says co-owner and music producer Kenny Beats. Greeninger concludes: “When others settled, we simply would not. Taking real ingredients to create a better-tasting, better-for-you hard seltzer captures the spirit of the collective behind this business.”

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Three Birds Hard Seltzer Announces Launch

August 7, 2020 by Andrew Innes

Three Birds Hard Seltzer Announces Launch

Three Birds Hard Seltzer, the new drink of choice this summer, takes the low calorie / low carb aspect we love about hard seltzers and brings it to the next level. Three Birds Hard Seltzer, which launched 4th of July weekend, is bright and lean, gluten free, and contains absolutely no added sugar (the 2g carbs come from the natural juices added for flavor), making Three Birds a lighter addition to the seltzer market and more refreshing than comparable products.

Made by combining natural juices and just the right amount of fizz, Three Birds Hard Seltzer guarantees to have a flavor to please everyone in your “flock” (with options including raspberry, lime, mango, and cucumber) and is always smooth and clean.

Three Birds Hard Seltzer is priced at $12.99 per 12-pack and is sold exclusively at all 200+ Total Wine & More stores located across 24 states. If there isn’t a store close by, customers may order online directly and have cases delivered to their doorstep.

The Flavors

Raspberry – Farmer’s market fresh, this seltzer is straight from the garden. Juicy raspberry and bright citric undertones leave your palate clean and refreshed. One might say it’s berry-refreshing.

Mango – Relax and soak up the sun, this mango seltzer brings the vacation to you. With bursting bubbles and notes of ripe mango, this sparkling seltzer gives you the tropics without the sweet. Lean and clean, just the way we like it.

Lime – Fresh to zest, this lime seltzer hits all the right citrusy notes. Between aromatic lime peel and tangy lime juice, the effervescent lime refresher is bright and bubbly, just like you.

Cucumber – Crushable and cool, with hydrating notes of cucumber that leave you feeling fresh and relaxed. The perfect hint of basil rounds out the cucumber and brings in an elegant herbal balance. Cool is the new cucumber.

The 5% ABV in all flavors come from wine that has been removed of all impurities, color and flavor.

About Three Birds
Spread your wings and fly above the rest. Whether you’re with friends at your nest or out soaring with the best, Three Birds Hard Seltzer has a flavor for your flock. With natural juices and just the right amount of fizz, you and your peeps are bound to have a flight you’ll never forget.

About LeVecke Wine, Beer & Spirits
With nearly 70 years of experience, LeVecke Wine, Beer & Spirits is one of the largest spirits producers in the world. Now in its third and fourth generations of family leadership, the company continues to put people and values first. LeVecke actively seeks suppliers and customers that share the company’s values. It is the brand’s loyal employees and corporate family culture that make LeVecke unique. The people behind LeVecke are the reason that once a customer is earned, they stay a customer for life. LeVecke’s commitment to its team and diversity starts with corporate values and business practices. This commitment is extended to suppliers and is considered a requirement of doing business with LeVecke Wine, Beer & Spirits.

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First Seltzery to Open in Richmond, Virginia

August 5, 2020 by Andrew Innes

First Seltzery to Open in Richmond, Virginia

RICHMOND, Va. — In July 2020 Iain Gordon and Vanessa Gleiser announced that they will be opening the first seltzery in Richmond, Virginia. The seltzer business will open its doors in August 2021 and will feature handcrafted hard seltzers in a variety of flavors.

The couple decided to open the seltzery because they wanted to add a new mix of products into Richmond’s craft beverage scene and also felt there was a lack of their favorite beverage in the city. They hope to get their storefront in the next few months and begin design and renovations to create the perfect new hot spot for Richmonders and tourists.

Iain and Vanessa are currently fine-tuning the seltzer recipe in their apartment kitchen and recently bottled their first batch of the malt beverage. The duo is most excited about their Blackberry Sour seltzer, which they were able to taste test this past week and are looking forward to the day they can share it with the rest of RVA.

Richmond Seltzer Co. plans to create several more flavors including watermelon, mango, and peach hibiscus. The owners will be crafting the seltzers with natural, locally sourced ingredients to produce the best quality beverages for Richmond’s community. The couple is currently collaborating on a never before done seltzer concept with AR’s Hot Southern Honey to make a sweet and spicy seltzer. Iain and Vanessa will also be using simple syrups from local Richmond businesses such as Crescent Simples to ensure top-notch flavor.

Additionally, the owners plan to do quarterly contests on their social media platforms to see who can come up with the craziest yet most delicious flavor combination. The winner will have their seltzer created by Richmond Seltzer Co.Anyone interested in learning more about the new seltzery can visit website or follow the business on Instagram and Facebook for more updates.

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Whitman Brewery Releases Hard Seltzer

July 31, 2020 by Andrew Innes

Whitman Brewery Releases Hard Seltzer

SARATOGA SPRINGS, N.Y. — Whitman Brewing is excited to announce their first can release, New World Water. Four-packs of this Hard Seltzer go on sale at 4PM on Thursday, July 30th at the brewery, located at 20 Lake Avenue in Saratoga Springs.

The new canning line was scheduled for setup by the manufacturer, Cask Global Canning Solutions, based out of Alberta, Canada, just days before the border was shut down due to the COVID-19 pandemic. This delayed the first canning run, but after many calls and video meetings with Cask, Head Brewer Nick Meyer had the machine up and running.

The first release is New World Water, a 5.14% ABV Hard Seltzer conditioned with over 200lbs of puréed strawberries, giving it a subtle pink hue and a slightly tart fruit flavor. “We are thrilled to finally be able to offer our loyal customers a packaged product. Hard Seltzer seemed like the perfect choice for summer, since it pairs well with outdoor cookouts and boating.” said Brewery Director, Keegan Dombrosky. New World Water is naturally gluten-free and is best enjoyed over ice.

Must be 21+ to purchase, masks and proper social distancing are required.

About Whitman Brewing Co.
Whitman Brewing is a craft brewery located in downtown Saratoga Springs, NY. Serving approachable, yet sophisticated beers since 2019. @Whitman_Brewing | waltandwhitmanbrewing.com

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Suzie’s Organics Launches Hard Seltzer

July 30, 2020 by Andrew Innes

Suzie’s Organics Launches Hard Seltzer

PENDELTON, Ore.– The maker of Suzie’s Organics is entering the nearly $2 billion hard seltzer market. The company has launched Suzie’s Brewery Company and will be releasing its line of Suzie’s Organic Hard Seltzers this month. The seltzers are being produced, canned and packaged in its new Pendleton-based brewery. Sales and operations are based in Tualatin. The hard seltzer market is projected to be 4.7 billion by 2022.

“The Official Hard Seltzer of Mother Nature” will be hitting shelves this month throughout Oregon. The lineup includes the following 5 organic flavors: Citrus Flip, Kiwi Mango, Very Berry, Peachy and Naked. The seltzers are packaged in 12-can multi packs featuring all flavors and in 6-packs of each individual flavor. At only 100 calories and 2 grams of sugar, Suzie’s Hard Seltzers are also gluten-free and brewed with organic alcohol fermented from organic cane sugar and organic-sourced natural flavors.

“We are thrilled to be entering the hard seltzer segment and we’re looking forward to introducing the market to the Suzie’s Organics brand,” said Chris Barhyte President of Suzie’s. As the Official Hard Seltzer of Mother Nature, Suzie’s is pledging to help Mother Nature replenish earth’s natural landscapes through its partnership with Eden Reforestation Projects. For every 12 cans of Suzie’s Hard Seltzer sold, one new tree will be replanted. Visit edenprojects.org to learn more.

Suzie’s Brewery Company is a brand of Barhyte Specialty Foods Company. Based in Pendleton, Oregon, Barhyte has roots dating back 200 years and 6,000 miles away in Germany, where Jacobus Barhyte first created a sweet-and-sour mustard that he brought to the US. Today, the company offers more than 65 award-winning mustards, marinades, sauces, and other condiments through Barhyte Specialty Foods, the Saucy Mama brand and the Suzie’s Organics brand, as well as through co-branded and private label products.

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Athletic Brewing Releases Limited Edition Non-Alcoholic “Closer By The Mile” IPA

July 30, 2020 by Andrew Innes

Athletic Brewing Releases Limited Edition Non-Alcoholic “Closer By The Mile” IPA

STRATFORD, Conn. — Although the Pan-Mass Challenge (PMC) is reimagining to a virtual experience in 2020, the organization’s fundraising efforts to beat cancer never stops. To support the campaign to raise funds for Dana-Farber Cancer Institute (Dana-Farber), America’s first solely non-alcoholic brewer and PMC partner, Athletic Brewing, is releasing a “Closer by the Mile” brew to all PMC riders plus beer lovers in Massachusetts. Athletic will donate all proceeds from “Closer by the Mile” to the organization’s 2020 fundraising efforts.

Closer by the Mile is a very hop-forward IPA. It features a Vienna malt profile, tons of hop character and aroma. PMC riders and beer lovers can expect notes of blueberry and tropical fruit generated from Mosaic and specialty hops, but none of the alcohol that could affect their training for this year’s reimagined PMC.

“Cancer doesn’t stop for a pandemic and neither does the passion that PMC riders bring to the effort to fund a cure for cancer. We couldn’t be prouder to offer Closer by the Mile because cancer must be beat,” said Athletic founder Bill Shufelt.

“As we prepare for PMC 2020 Reimagined, we are thankful for the continued support from Athletic Brewing,” said Glynn Hawley, Director of Provisions & Logistics at the PMC. “Athletic remains committed to our shared mission to support Dana-Farber in the fight against cancer, which is more important than ever. We can’t wait to enjoy a “Closer by the Mile” brew during PMC 2020 Reimagined.”

This year is Athletic Brewing’s second year as a PMC partner. In 2019, Shufelt and the Athletic team served the brewery’s revolutionary non-alcoholic Upside Down Golden Ale, Run Wild IPA and Cerveza Atletica at the end of each day during PMC weekend. Beginning the July 15, PMC riders can purchase Closer by the Mile at AthleticBrewing.com through an exclusive link provided by the PMC. Athletic will ship Closer by the Mile directly to the rider’s home. For all beers lovers in the PMC’s home state of Massachusetts, Athletic Brewing, in partnership with Night Shift Distributing, will release Closer by the Mile to retail locations beginning July 21.

About the Pan-Mass Challenge
The Pan-Mass Challenge (PMC) is a bike-a-thon that today raises more money for charity than any other single athletic fundraising event in the world. The 41st PMC will take place on August 1, 2020. The PMC was founded in 1980 by Billy Starr, who remains the event’s executive director, an annual cyclist and a fundraiser. The PMC has since raised $717 million for adult and pediatric patient care and cancer research at Dana-Farber Cancer Institute through the Jimmy Fund. The event donates 100% of every rider-raised dollar directly to the cause, generating 57% of the Jimmy Fund’s annual revenue as Dana-Farber’s single largest contributor. The PMC has successfully melded support from committed cyclists, volunteers, corporate sponsors and individual contributors, all of which are essential to the PMC’s goal and model: to attain maximum fundraising efficiency while increasing its annual gift. The PMC’s hope and aspiration is to provide Dana-Farber’s doctors and researchers with the necessary resources to discover cures for all cancers. For more information on the Pan-Mass Challenge, visit pmc.org.

About Athletic Brewing
We’re beer lovers at heart. But we also love being healthy, active, and at our best. These conflicting passions created an internal struggle. Why couldn’t these loves live in harmony? Yes, there was non-alcoholic beer – but we’re lovers of great tasting beer. Maybe it just wasn’t possible, but we had to give it a try. A few years and hundreds of recipes later, Athletic Brewing Company was born – the first brewery fully devoted to the production of non-alcoholic craft beer in the US. We craft our innovative recipes using only pure, all-natural ingredients in small batches at our custom breweries on the East and West Coasts. Our intricate process lets you enjoy the refreshing taste of craft beer without the alcohol. So whether you’ve decided to cut alcohol out of your life for good, for a night, or for just one drink, Athletic Brewing Company provides an option without compromise.

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