Beating your personal best in a 5K or winning your nightly bocce league matchup is a reward unto itself, but the post event beverage is really what matters. That’s why Boston neighbors Harpoon Brewery and Reebok are teaming up on a new collaboration: Harpoon Rec. League – The Reebok Edition, a co-branded release of the brewery’s low-cal, low-alcohol hoppy and hazy pale ale. The collaboration features the same recipe Harpoon fans know and love encased in a new fresh Reebok-inspired container, including cans sporting the Reebok logo and 12-pack packaging evoking the Reebok sneaker box design.
The brands are also uniting to raise funds for BOKS, a program dedicated to promoting life-long health and fitness. While supplies last a portion of sales for each purchase of the Harpoon Rec. League Reebok Edition 12-Pack, will go directly to BOKS to encourage movement in local youth communities.
“We are thrilled to support BOKS through this unique collaboration,” said Caroline Machen, VP of Global Marketing at Reebok Design Group. “We are excited to see the positive impact that this partnership will have on our community as Harpoon shares Reebok’s commitment of enhancing the lives of others.”
Harpoon specifically honed in on this sporty craft beer drinker niche when it crafted Rec League, which is brewed with unique ingredients like buckwheat kasha, which contains important minerals and B vitamins; chia seeds that are high in fiber, Omega-3 fatty acids and antioxidants; and Mediterranean sea salt that can act as a powerful source of electrolytes. Coming in at 4.0% ABV and only 120 calories per 12 oz. serving, it provides flavor and drinkability that won’t slow you down.
“Rec. League was the first beer we created that both complements an active lifestyle and embodies our ‘love beer, love life’ moto,” said Dan Kenary, CEO and co-founder of Harpoon Brewery. “Partnering with Reebok, a brand dedicated to sports and fitness and the impact they have on peoples’ lives, made sense with them not only being our neighbor, but also their passion for giving back to our shared local community. We’re excited to be working with them and giving back to BOKS.”
Fans can also celebrate the partnership by entering the Reebok x Harpoon Rec. League Floatride Energy 4 Adventure Running Shoe Sweepstakes. Featuring the traditional Rec. League colors, beer lovers and fitness enthusiasts can enter for the chance to win one of 10 pairs of the limited-edition Floatride Energy 4 Adventure Running Shoes. The Reebok Floatride Energy 4 Adventure is an outdoor-inspired, high-performance running shoe launching this August 2022.
Flip these cards and see the future of Elysian labels
Elysian Brewing recently unveiled maybe my favorite label refresh ever (at least of the week) for one of its OG beers, which was first brewed over 25 years ago. Immortal’s original label was inspired by Greek mythology, showcasing Zeus sitting defiantly on his throne as he harnesses heaven’s lightning into a vibrant scepter of power and fire. For the update, Elysian’s design team considered the original tagline ‘Power in Balance’ as a jumping-off point. Legit years went bey before something finally clicked: tarot.
To further build upon this framework, each of the designers were enrolled in a tarot class and the synchronicity helped to inform and illuminate this direction. Individually, each designer created a tarot card that represents a different part of Immortality. Together all three cards tell an interconnected story, but individually represent a different part of Immortality:
Turtle + Lion: Balance / The Immortal Balance
Old Man: Wisdom / The Immortal Wisdom
Snakes: Power / The Immortal Power
With this in mind, the design team looked at 6-packs of the beer as a deck of tarot cards. These cards/labels are also featured on the carrier and encircle the pack as an infinite symbol, which further emphasizes the immortal concept. Hidden underneath the carrier is a card reader’s hand pulling a card that coalesces the overall narrative and sets a tone for the beer, finishing with the phrase, “Immortal Never Dies.”
Switchback Brewing wants to to grab a Zaboo
New England’s first 100% employee-owned brewery, Switchback Brewing Co., debuted Zaboo, a brand new naturally conditioned 5.9% hazy IPA, available in 16oz can 4-packs and in 12oz can 12-packs and on draft at local bars and restaurants. Zaboo first made its debut at Switchback’s Burlington Tap Room where it quickly became a fan favorite. It features a zestful blend of hops, hand selected to amplify aroma. Vibrant notes of juicy stone fruit, honeydew melon, orange, peach, and pear create a fun expressive flavor.
“Everyone needs a relaxing summer – this year especially,” said Bill Cherry, Brewery Founder & Brewmaster. “Zaboo Hazy IPA is all about chilling out. Whether you’re right at home, at a concert or around the campfire, it’s the perfect getaway vibe for enjoying the summer season with friends, family, and fun.”
Cool off with a WeldWerks Rocket’s Red Glare
This rocket pop beer is perfect for the 4th of July. Remember the nostalgic jingle of the ice cream truck rolling down the street? WeldWerks does. Rocket’s Red Glare, brewed in collaboration with Southern Grist Brewing Co., will bring you back to that moment. But better because it is beer. This 5.1% Sour Ale is brewed with Rocket Pops, Blue Raspberry Snow-Cone Syrup, Lemon, & Milk Sugar is sure to hit the spot. From the blue raspberry dominating then finishing, to the notes of lemon with their refreshing tart-ness. Nom!
Call to Arms Brewing evolves Janet Reno’s Dance Party
There might not be a more appropriate way to capture American patriotism today than Will Ferrell cutting a rug as former US Attorney General Janet Reno. What began as a flagship Session IPA for Call to Arms Brewing has recently gotten a glow-up. After much experimentation and receiving feedback from staff, the CtA team made the decision to evolve their iconic Janet Reno’s Dance Party into a Hazy IPA. Bursting forth with star-spangled fruit-forward flavors and a mellow easygoing profile much like its namesake public servant, the new and improved Dance Party is the perfect way to ring in this Independence Day. ABV: 6.2%.
Almanac Beer Co. adds to year-round lineup
Northern California’s farm-to-barrel craft beer pioneers Almanac Beer Co. expands its year-round fresh beer portfolio with a new West Coast pale ale honoring a style that put California craft beer on the map. FLOW Pale Ale (5.5% ABV) fits right into the Almanac family of fresh beers, available 12 months of the year along with fan-favorites LOVE Hazy IPA, LOUD! Hazy DIPA, and TRUE Kölsch.
The Chevron mosaic label design of FLOW Pale Ale pops just as much. The golden hour glow of a California sunset with hues of turquoise reflecting off of the ocean water composes the FLOW color palette. Dry-hopped with Simcoe and El Dorado, FLOW is full of character with a super light body.
“As the beer style that originally captured my heart, I decided it was time to create a worthy Almanac version,” said Damian Fagan, Founder & CEO, Almanac Beer Co. “It took over a year of R&D before we nailed the final recipe, but we couldn’t be more excited about the result. FLOW is all about balance. It’s got a huge hop aroma and is bursting with notes of juicy lemon, ripe melon, and fresh berries and pine. The bitterness is restrained, the finish is clean, and the body is light and crisp. FLOW is a simple beer, and it’s just plain delicious.”
Imperial Oak Brewing
Imperial Oak Brewing has a few promotions to benefit charities going on. One of them we will be featuring in its own separate post soon. The other is BKIND IPA to Benefit Male Breast Cancer, released Father’s Day weekend, was brewed in collaboration with The Bret Miller 1T foundation, the Male Breast Cancer Coalition, and Brewing Kindness. Portions of the sales of BKIND go directly to this great cause.
Urban South Son of a Saint
Urban South Brewery announced the third edition of Building Lives, a new release brewed in collaboration with New Orleans’ Son of a Saint. Building Lives is a sour beer fruited with sweet Valencia orange and lime juice, finished with a touch of agave syrup, sea salt and chipotle pepper. The new brew pays homage to the signature Sonny’s Margarita created by Son of a Saint and Felipe’s Taqueria.
A portion of the proceeds from beer sales will be donated to Son of a Saint to support its mentorship program. Urban South released its first edition of Building Lives in collaboration with Son of a Saint in the summer of 2021, with a second edition following in January 2022.
“I’ve had an amazing experience participating as a mentor in the Son of a Saint program for the past few years, and I’ve seen firsthand how impactful the work they are doing is in our community,” said Alex Flores, Head Brewer for Urban South. “We’re thrilled to work with the Son of a Saint team again on this third collaboration and will continue to support this amazing organization in any way we can.”
Founded by Bivian “Sonny” Lee III in 2011 in honor of his late father and single mother, Son of a Saint strives to transform the lives of fatherless boys through mentorship, emotional support, development of life skills and the formation of positive, lasting peer-to-peer relationships. Focused on children ages 10-12, the Son of a Saint program equips these boys with the tools they need to become productive men, graduating self-sufficient, independent thinkers who are leaders and give back to their communities. To learn more, visit sonofasaint.org.
Don’t let the Allagash summer beers float away!
The Allagash Brewing Company summer seasonal beers are maybe our favorite (at least of the week). Seconds to Summer is a crisp and hoppy lager, and Floating Holiday, a dry and balanced blonde ale with lemon peel and sea salt. Both beers stemmed from the brewery’s pilot innovation system.
“The pilot beer idea for Floating Holiday was to make a blonde ale with lemon peel and sea salt that was ‘crushable, crisp, and bright.’ And we definitely found that those ingredient additions of lemon and sea salt took an already dry and balanced style of beer and made it that much more refreshing,” said Perkins. “It’s the perfect beer to kick off the vacation mindset.”
You can learn more about the Allagash Brewing Company pilot system—where any employee can suggest a new beer idea—right here.
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