Crosby Hops, everyone’s favorite hop merchant and processor in the Pacific Northwest, announced the first annual Rock On beer collaboration benefiting Sweet Relief Musicians Fund, which provides financial assistance to musicians and music industry workers. Crosby Hops will contribute 100% of the profit from select Rock On hops purchased through July 1, 2021 to Sweet Relief. The collaborative project is headlined by Silver City Brewery, which is laying down the backbeat with an open-source recipe for a light, crisp, and crushable lager. Crosby Hops is providing the chords with a chorus of hops: Amarillo®, Centennial, Chinook, Idaho 7®, and Sterling.
MxPx, the renowned pop-punk rockers from Bremerton, Washington are turning up the dial to get the word out:
“The good folks at Crosby truly care about the music community and we couldn’t be more grateful to be the beneficiaries of this amazing campaign,” said Aric Steinberg, EVP-Development/Artist Relations, Sweet Relief Musicians Fund. “All of the proceeds will help us provide emergency assistance to music industry professionals in desperate need. Thank you to Crosby, Silver City, and to all of the participating brewers for their incredible support!”
“As a hop grower and drummer, it means so much to bring beer and music together in this way,” said Blake Crosby, CEO of Crosby Hops. “We’re inviting every brewery, regardless of size, to take the stage with their rendition of Rock On Crafted Lager and support the music they love.”
Silver City Brewery developed the Rock On Crafted Lager recipe, which is open to interpretation. Breweries are encouraged to fine tune it and create their ideal, concert-worthy lager, then celebrate its launch by hosting a day of music and donate the proceeds to Sweet Relief.
How It Works: Brew Rock On Crafted Lager
Here’s how to join the lineup of breweries that will be headlining this exciting collaboration:
- Download the Rock On Crafted Lager recipe.
- Purchase your hops by July 1 using the code ROCK-ON in the additional details section of your order at checkout.
- Join us for brew day on July 13 (International Day of Rock ’n’ Roll). Stay true to the original or improvise and make it your own.
- Create your own unique label art, using the Rock On Crafted Lager logo and brand assets to bring attention to the collaboration and the cause.
- No labels? No problem. Supporting Rock On through draft pours is cool, too.
- Collaborate with local musicians to help promote the cause. Silver City Brewery is partnering with MxPx. Who will you support?
- Celebrate Rock On Crafted Lager’s release with an event dedicated to the music you love.
- Amplify Rock On to your fans with #rockonbeer.
Empyrean Brewing updates a staple with new flavors and a logo
Nebraska-based Empyrean Brewing Co. is making changes to one of its recurring beers that’s over 20 years old. The newly reformulated “Super Nova California Common” features a sharper, fruitier flavor and a new logo to boot. The seasonal beer is set to be on shelves from May until July wherever Empyrean is sold. This isn’t the first time “Super Nova” has been updated—the last occurrence was in 2008. Empyrean’s original formula was inspired by the hybrid American beer style spurred by California’s gold rush over 160 years ago. Now, the brewery is revisiting the “California Common” style, with a twist. The brew features completely different malts and some new hops to enhance the taste. It also contains a higher alcohol content, moving up from 5% to 5.5%.
Jim Engelbart, operations manager at Empyrean Brewing Co. said, “We love this traditional style, but we felt it’s time to modernize a few of the flavors. We knew we could do this while improving the overall enjoyability. With the new artwork, the beer will be impossible to miss when it lands in stores. People are going to love our latest twist on the uncommon ‘California Common.’”
LUKI Brewery plans summer circus
After a successful launch of Circus-in-a-Box in March (one of our favorite marketing concepts!), LUKI Brewery is excited to unveil their summer edition of Circus-in-a-Box on June 1. Circus-in-a-Box is a quarterly box of goodies that brings the brewery’s whimsical elements straight into your living room.
“It was a fantastic launch. Guests enjoyed the element of discovery and appreciated the couple of box-only branded items and now—they want to see what we have in store for the future,” says LUKI Brewery Co-Founder and Ringmaster Jeff Smith. “Ordering the box online as a quick, grab-and-go option made sampling a variety of our beers a great way to experience LUKI Brewery wherever you go. With the summer box, we’re excited to begin partnerships with different small businesses in Colorado, as they all have products of pure imagination.”
In the summer box, expect to find seasonally-curated glassware, goodies and sweet treats from The Inventing Room, and of course, beer. LUKI’s summer Circus-in-a-Box is your go-to solution for summer fun.
Flying Dog creates Saltwater Taffy IPA
Flying Dog Brewery teamed up with Dolle’s Candyland, the Maryland shore’s iconic saltwater taffy company, to create a first-of-its-kind saltwater taffy beer. Saltwater Taffy IPA, a Brewhouse Rarities release, will be available in 6-packs of 12oz bottles starting the first week of June. Brewed in conjunction with Ocean City, MD’s historic candy maker, Saltwater Taffy IPA has an unmistakable flavor that takes you back to days full of taffy at the beach, while not letting you forget you’re drinking an IPA. The 7.6% ABV beer perfectly blends the flavor of freshly squeezed lemons and citrus hops with rich notes of vanilla creaminess.
“Our team loves coming up with surprising flavors to wow consumers and when we can do that while partnering with local legends like Dolle’s, it makes it that much sweeter,” said James Maravetz, VP of Marketing at Flying Dog Brewery. “This innovative IPA has a perfect balance of creamy taffy and bright citrus notes to blow your flip-flops off.”
Saltwater Taffy IPA is being released under the Brewhouse Rarities umbrella, meaning that the idea behind this seaside-inspired treat originated from a Flying Dog employee as part of the brewery’s annual pitch program. This delicious partnership isn’t one-sided either, Dolle’s is creating a beer flavored version of their famous taffy with hops provided by Flying Dog.
Level Cross readies fifth release in Red Feather Series
Salt Lake City’s Level Crossing Brewing Company is set to release its fifth 2021 Red Feather Series limited release this week: White Salamander Fruited Hazy DIPA. Level Crossing’s White Salamander is a Fruited Hazy Double India Pale Ale measuring in at 8.2% ABV. It is brewed with Cara Cara orange, guava, and passion fruit and is mystically delicious! The malt bill includes Thomas Fawcett Pearl Malt, Pure Idaho Pilsner, Solstice Flaked Oats, Oat Malt, White Wheat, and the hops are Lotus, Zappa and Bru-1
Hazy gold in color, this beer has intense aromas of tropical gelato, orange starburst candy, passion fruit and lemon grass. White Salamander has initial flavors of freshly squeezed Cara Cara Orange, passion fruit and zested grapefruit. The Solstice flaked oats, malted oats and white wheat help provide a luscious mouthfeel allowing further flavors of passion fruit, vanilla bean and guava to shine. This fruited hazy double IPA finishes slightly tart with a refreshing citrus bitterness.