NEWS
GREAT LAKES BREWING CO. INTRODUCES VIBACIOUS DOUBLE IPA
New Year-Round Double IPA Brewery’s First in 19.2 oz. Cans
Get ready to enjoy good vibes year-round! Great Lakes Brewing Company (GLBC) announces the release of new year-round beer, Vibacious Double IPA. Vibacious Double IPA is GLBC’s first year-round Double IPA and marks the brewery’s first entry into 19.2 oz. Cans, which release this March along with 12 oz. Can 6-Packs and Draft in all GLBC markets.
At 9.0% ABV, Vibacious is brewed with a blend of Apollo, Cashmere, and Citra hops along with wheat and oats for a bold and flavorful yet pillowy and drinkable experience. Its low bitterness and big, expressive flavor make it a unique hop-forward offering in GLBC’s year-round portfolio. Vibacious made its draft debut at the Great Lakes Experience bar at Cleveland’s Rocket Mortgage FieldHouse in fall, 2022 (Great Lakes Brewing Co. is the Official Craft Beer of the Cleveland Cavaliers).
Vibacious joins GLBC’s growing IPA portfolio, which includes Hazecraft Hazy IPA, Great Lakes IPA, TropiCoastal Tropical IPA, Commodore Perry IPA, and the seasonally rotating Imperial IPA Series. The beer’s can artwork by illustrator Sam Hadley features a colorful gradient, sound-wave inspired pattern, and wavy typography that evoke the bright, smooth flavor and positive vibes Vibacious delivers.
The new beer is the first of many new releases in GLBC’s innovation-heavy 35th anniversary year. Coming this spring are SunSail Hard Teas, Kickaround POG Tart, and Hop Madness IPA Variety Pack which features Vibacious Double IPA, TropiCoastal, Hazecraft, and an exclusive rotating IPA.
Vibacious Double IPA releases in 19.2 oz. Cans, 12 oz. Can 6-Packs, and Draft throughout GLBC’s entire distribution footprint beginning March 6.
Release Details:
Packages: 6-Pack 12 oz. Cans, 19.2 oz. Cans, Draft
GLBC Gift Shop: Friday, February 17
GLBC Distribution Markets: Beginning March 6; available now on draft in select locations.
Availability: Year-Round
To locate the new Vibacious Double IPA and other GLBC beers in your area, visit our Beer Finder. Tag your first taste with #Vibacious for a chance to be featured!
Want the latest buzz? Subscribe to our newsletter, Much Abrew, and follow us on Facebook, Twitter, and Instagram for updates on all of our year-round, seasonal, and limited release beers. Keep up to date with brewpub releases and events at our @GLBCBrewpub Twitter and Instagram.
Questions? Email GLBCinfo@greatlakesbrewing.com for more information.
The proliferation of everyone’s favorite hop-forward beer style has practically made “IPA” and “craft beer” synonymous in some minds. But like other beer styles, India Pale Ale is a larger ever-evolving category that holds complexities and nuances within. To talk Double IPA, Hazy IPA, Midwest IPA, and everything in between, we sat down with GLBC Brand Coordinator and Advanced Cicerone® Michael Williams.
Let’s start things off pretty easy. What makes an IPA?
An IPA is a hop-forward beer with moderate alcohol content (5.5-7.5% ABV), usually fermented by ale yeast, and generally gold-to-amber in color. What’s fascinating about contemporary IPA is that “hop forward” could mean anything from juicy, grapefruity flavor; to bursting, bright berry aroma; to bracing bitterness, and more. An IPA’s flavor profile largely depends on the hop varietal used in the brewing process. For example, English hops tend to taste earthy and woodsy, while American hops range from citrusy and piney to tropical and stone fruit. It also depends on how hops are used. Early addition hops, added towards the beginning of the boil, will produce more bitterness. Late addition (added towards the end of the boil) and “dry” hops, added during and after fermentation, will create the highly aromatic qualities that are now signature of IPA.
More and more Double IPAs, like our Vibacious Double IPA, seem to be popping up. What should people look for in this style?
As the name suggests, a Double IPA is a big, big version of a regular IPA. Hop flavor and aroma will be extremely intense, and the alcohol content for this style creeps up towards 8-9% ABV or more. Despite all the grain needed to achieve this high ABV, malt character should still be relatively restrained. Double IPAs are still deceptively drinkable beers. In the past, Double IPAs were more of a special occasion type of beer, almost always a seasonal or limited release. Today, with drinkers seeking high ABV beers more and more often, many breweries offer a Double IPA year round, and now, with Vibacious Double IPA, we do too. But we don’t stop there! Craft beer fans love big IPAs so much that we also offer the Imperial IPA Series, which rotates through different exciting, unique takes on Imperial IPA throughout the year, like fan-favorite Chillwave Imperial IPA and newcomer Ruby’s Revenge Imperial Grapefruit IPA. (Double and Imperial are two terms for the same style.)
When we’re talking about contemporary IPAs, Hazy IPA reigns supreme. It feels like they’re everywhere! What is it about beers like Hazecraft IPA that makes them so popular?
Lots! First and foremost, Hazy IPAs simply burst with lush, ripe tropical and stone fruit flavors and aromas thanks to the use of modern American hops. Think passion fruit, mango, cantaloupe, honeydew melon, peach – all of which you might find in Hazecraft IPA (and in our Small Batch Hazy IPA, exclusive to the Hop Madness IPA Variety Pack). We humans naturally love fruit – it’s given us sustenance and life for millennia, after all. Relatedly, we’re wired to not enjoy bitterness. This taste often indicates that a substance we’re trying to eat is potentially harmful to us. (Don’t worry, hops are fine!) Black coffee can be an acquired taste, and so can bitterness in beer. However, Hazy IPAs keep bitterness firmly in check by using wheat and oats in the malt bill. These grains balance out hop bitterness by increasing the beer’s body and mouthfeel. This makes Hazy IPAs appealing to a much wider audience than other kinds of IPAs, which tend to be higher in bitterness. Lastly, let’s be honest – that opaque appearance, when done right, is really alluring. Very Instagrammable.
I’m starting to see some IPAs out there that are described as Tropical, like our TropiCoastal Tropical IPA. If Hazy IPAs lean into tropical and stone fruit flavors so much, what makes these beers different?
Good catch! Despite the flavor similarities, there are a few aspects that make these styles distinct. One’s the body of each beer. While Hazy IPAs are fairly full bodied, Tropical IPAs drop the wheat and oats, lightening up the beer to make it crisper and increasing drinkability. If you’re sipping a few cans on the beach, you don’t want anything to weigh you down! Tropical IPAs will likely be clearer than Hazy IPAs, but we really like the way the sunset shimmers through these beers, so that’s a good thing! All the while, Tropical IPAs keep that juicy goodness that Hazy IPAs are known for. Pop open a can of TropiCoastal Tropical IPA for a side by side with Hazecraft to experience these two different approaches to tropical firsthand!
Our Great Lakes IPA takes inspiration from American IPAs. What makes it American, and which occasions do you think each beer is best suited for?
We Americans love our hops, and we love experimentation in beer. Once craft brewers in the 80’s and 90’s started brewing IPA, the style quickly moved from its traditional malt-hop balance to deep explorations in the wide, wonderful world of American hops. Malt merely provided the “canvas” upon which to paint this hoppy goodness. Great Lakes IPA hits the nail on the head for an American IPA. Its bill of modern American hops, including Simcoe, Lemondrop, Azacca, and Mosaic creates a bright, citrusy aroma that really pops. Since this beer only uses one malt, our two-row base malt, it sports a light body for an IPA. This makes Great Lakes IPA a great summertime crusher for beach days, outdoor concerts, or at the ballpark.
We often describe our Commodore Perry IPA as an English-style IPA. Can you describe what makes an English-style IPA, and how that might differ from the American style? What might it pair with?
Although IPA is the predominant beer style in the States today, it was originally a 19th century English blockbuster. At that time, IPA was certainly hop forward, but this hop character tended to be more balanced with a toasty, biscuity malt backbone, compared to the American tendency to lean decidedly towards hops. English IPA tends to have more fruity fermentation characteristics from British yeast, compared to the clean, neutral fermentation profile of American yeast. It might sound too easy, but I’d pair up an English IPA with good ol’ fish and chips. Head down to the GLBC brewpub and try our beer battered Alaskan cod with a pint of fresh Commodore Perry IPA to experience the pairing yourself!
Some of our hoppy beers use similar ingredients – Mosaic and Simcoe hops, for instance. And yet each of our hoppy beers has its own distinct aroma, flavor, and feel. Can you explain why that might be?
Something that’s cool about hops is that each varietal can hone in on a few distinct flavor profiles. Simcoe, first released in 2000, can focus more on classic American hop notes of pine, citrus, and a bit of earthiness. Mosaic, a descendant of Simcoe and released in 2012, reflects the fruit-forward aromatics desired in current brewing, showcasing blueberry, tangerine, and papaya. Hops taste and smell very distinct on their own, and once you start combining different hop varietals in a recipe, the flavor possibilities are endless. For us, Simcoe and Mosaic are almost like salt and pepper. We use one or the other in almost all of our IPAs, as those two hops seem to complement and draw out the flavor of the other hops we use so well. And while we love our standby hops, our brewers are exploring different hops in more recent releases. For instance, Vibacious Double IPA is the first beer we’re brewing with Citra and Cashmere.
Finally, what should people know about IPAs? Any common misconceptions?
First, it’s important to keep in mind that hoppiness does not equal bitterness. People are getting pretty familiar what a hop-forward beer is, but there are still some who think they won’t like an IPA because it’ll be too bitter. As mentioned, Hazy and Tropical IPAs are actually quite low in bitterness, and even recent Double IPAs are keeping bitterness in check – Vibacious Double IPA is only 40 IBU. If you like citrus, floral, pine, resinous, spicy, tropical fruit, stone fruit, berry, or melon flavors, you can find an IPA you like – most likely in the Hop Madness IPA Variety Pack! Use our Beer Finder to hunt down the hoppiness near you, and get tasting.
Want the latest buzz? Subscribe to our newsletter, Much Abrew, and follow us on Facebook, Twitter, and Instagram for updates on all of our year-round, seasonal, and limited release beers. Keep up to date with brewpub releases and events at our @GLBCBrewpub Twitter and Instagram.
Questions? Email glbcinfo@greatlakesbrewing.com for more information.
Sticky molasses. Juniper berries. Fresh oysters. Shagbark hickory.
Today’s brewer knows that the most daring and eclectic ingredients are no longer reserved for the kitchens of modern restaurants. From sweet cascara to briny seaweed, our brewers are no strangers to adding the unlikeliest of culinary elements to their brews. In the pursuit of brewing innovation and experimentation, nothing is off the table.
But brewing with a cornucopia of diverse ingredients is a relatively new luxury for brewers. A look at history shows us that many major innovations in brewing were not born out of choice, but out of necessity.
“For a long time, what you brewed was dictated by where you were and what was available to you,” says Michael Williams, GLBC’s “Beer Professor” and Advanced Cicerone®. “And for Irish brewers, that often wasn’t much.”
And therein lies the beauty of Conway’s Irish Ale, a tried and true favorite that does a whole lot with just a little. We sat down with Michael to learn more about the origin of Irish Red Ales and why keeping things simple is what makes Conway’s Irish Ale simply perfect.
Ireland has a pretty rich brewing history, no?
Well, yes and no. The earliest known record of Irish beer is what was known as beoir, which is simply Gaelic for beer. Beer in Ireland is believed to have been brewed since the Bronze Age. At the same time, like Scotland, Ireland has a greater connection to spirits, especially whiskey, than beer.
Why is that?
Partly because of its climate. Ireland is a tough place to grow hops due to its cool year-round temperatures, so Irish beers often had to be flavored with imported Flemish hops which were cheap at the time. In 1733, a ban on such imports forced Irish brewers to purchase more expensive hops from England. This made things tough on the economically strapped brewers, so sometimes they’d skip hops altogether and use indigenous herbs, à la the gruits of old.
Even as beer’s popularity rose throughout the region, politics, wars, and barley famines all played roles in making life expensive for the Irish brewer.
How did Irish brewers adapt?
They relied on their own ingenuity to making brewing more affordable. For example, the original modern Irish beer is the Irish Stout (think Guinness, or our pub exclusive Wolfhound Stout). Technical advancements in 19th century malting helped create the very intense black patent malt which allowed Irish brewers to make beer with much less malt, at a significantly lower cost. But then they added their own innovation, and instead of using black patent malt, they just roasted their own unmalted barley. Roasted barley adds color and flavor without the additional expense that comes from the labor and storage required for malting.
How did the Irish Red Ale come to be?
Irish brewers applied their innovations to produce their take on Bitter, a style that was lighter, refreshing, and wildly popular in England during the latter part of the 19th century. Though the Irish Stout was a household name, the Irish still sought their own full flavored yet light and drinkable beer.
So, instead of using the more expensive caramel malts typically used in Bitter, they used their roasted barley to achieve the color and flavor they were looking for. It all resulted in a reddish hued beer with a pleasant toasted malt flavor and a quenchingly dry finish.
What can you expect with a good Irish Red Ale?
It’s got to be a quaffable pint! Though it’s a beer with moderate body, it’s smooth and drinkable with notes of toast, bread crust, and sometimes even a light caramel flavor. I’ve always loved the raisin and toffee character in Conway’s. It’s a decidedly American take on a traditional Irish staple, but we take inspiration from our Irish brethren’s simple brewing practices to achieve a nuanced and complex flavor with only two types of malt. It’s simply delicious.
Conway’s Irish Ale is available now wherever GLBC beer is sold. Use our Beer Finder to find some near you!
Get the latest updates on what we’re brewing by subscribing to Much Abrew, and by following us on Facebook, Instagram, and Twitter.
Words by Adam Ritterspach
From bustling holiday parties to cozy nights around the fireplace, Christmas Ale has been a part of many fond memories for thirty years. The perfect harmony of whole cinnamon sticks, fresh cut ginger, and raw honey was crafted with these meaningful moments in mind. Our entire team, from brewers, to the packaging line, sales team, brewpub servers, and more take extra effort to ensure beer drinkers throughout our region can enjoy this beloved brew with their families and friends during this special time of year.
So, after three decades of Christmas Ale, it’s no surprise this beer has had as big an impact on our employee-owners as it has our fans. We asked a few members of the GLBC team to share some of their favorite Christmas Ale stories from their careers at GLBC, and their own personal memories.
Justin Michalovic (Operations Manager)
I first started working at GLBC on the bottling line, with prime access to every brewery employee’s favorite – low-fills! I shared a short fill of Christmas Ale with one of my good friends before it had hit the market. He was so happy with this early “present” that I thought he was going to cry! He gave me a big hug and continued to thank me every time I saw him the rest of the year. That’s when I first realized how big of an impact Christmas Ale has on people.
Personally, every Christmas Eve, my wife and I go to a little bar by our house and have a Christmas Ale before heading out to our family parties. I love that little tradition of spending some quality time together before the hustle and bustle of holiday events. Plus, a Christmas Ale pint gets us in the festive spirit, something that never hurts before family events.
Marissa DeSantis (Brand Marketing Manager)
My dad was always a big errand guy. He loved checking off a to-do list, taking quick trips to the store, and tending to the small things that needed fixing. The Christmas season can be a pretty satisfying time of the year for list makers and checkers. When all his adult children reached drinking age, my dad added picking up a case of Christmas Ale for our Christmas Eve dinner to his to-do list. Even though he wasn’t much of a drinker, he wanted to make us all happy and knew we loved Christmas Ale. When I first started working at GLBC, I told my dad I could take over the tradition, but I could tell he secretly wanted to keep doing it, so that first year shared in the responsibility and we both ended up bringing a case. We lost my dad two years ago, so memories of the triumphant Christmas Ale case delivery and all the other little things he and my mom did to make Christmas special are so precious to me.
In my work life, I’ve had the pleasure of spinning holiday records as DJ Misfit Toy at First Pour since 2014. It’s always such a magical day. There are regulars I look forward to seeing every year, and I always love to see folks with that Christmas Ale glow light up when one of their all-time favorite (or a new favorite!) song comes on. The first year was especially unforgettable. I work full time in the GLBC Marketing Department, but I also collect Christmas vinyl. When I let our managers in on my secret, they said, “you should play some records at First Pour!”
One thing about First Pour is that there are bodies everywhere. Because I work in the offices and start pretty early on First Pour Day, I had the luxury of setting up in our beer garden before anyone arrived. I hauled all my gear and crates into a quiet space and prepared in peace. But after the five hour set I was asked to play, I looked around and thought, uh… how am I supposed to get out of here? It was so packed that year that instead of fighting the crowd, I decided the path of least resistance was to just keep the records playing. I ended up playing for around eight hours straight, after already working a full day at the office. Of course, I had to drop Mariah Carey’s “All I Want for Christmas Is You” every hour, but a set that long meant I also got to mix in some truly weird and wonderful holiday tunes that don’t always make it into the rotation. When things died down enough to load out, I grabbed a Christmas Ale, slammed a burger, and absolutely crashed at home. I felt like I needed an ice bath for the next 48 hours, but it was worth it!
Nathaniel Urban (Gift Shop and Tours)
As a tour guide, gift shop, and brewpub employee, First Pour is usually a 14-hour workday for me, but it’s the best and most fun day of the year! First Pour reminds me that Christmas Ale is more than just a beer: it celebrates the reunion of friends and family, road trips to Cleveland, days off work, and just plain good old business in and around the community. Then, on tours throughout the season, if I pour a guest’s first taste of Christmas Ale, I jump up and down like a little kid (and they usually do too!) I love sharing the quantities of the ingredients we use in each batch with them (which, if you didn’t know, is 20 pounds of fresh cut ginger, 20 pounds of whole cinnamon sticks, and 612 pounds of local honey!) and watching their eyes bulge with amazement. Christmas Ale season is the truly is the most wonderful time of the year.
Christmas Ale’s influence extends to my personal life as well. During college, a dear friend and I would reconnect when we were both home for the holidays. We would buy a 6-Pack of Christmas Ale (and a 4-Pack of Blackout Stout), sit in my parents’ garage with a space heater, drink, laugh, and catch up. If it wasn’t too cold outside, we’d open the garage door and enjoy the cool fresh air. This was our tradition for years until we both found ourselves living back in the Cleveland area. So, for me, Great Lakes is more than just my employer; it’s beer that represents dozens of memories and several other traditions in my life.
Adam Ritterspach (Multimedia Specialist)
Having worked at Great Lakes for almost nine years, my memory is packed with Christmas Ale stories, many of which revolve around First Pour day. I’ve been involved in the planning of the event for the past few years, and I love getting to meet folks that travel from all over the country to get first taste of Christmas Ale. With early morning news crews arriving at the brewery around 3:30AM each year, First Pour day is easily my longest day of the year to work, but it’s also the most fun. But, if I had to pick one special Christmas Ale memory to share, it’d be one that happened two years ago.
Ever since I was a kid, a Christmas Eve tradition in my family is to light the sidewalks in front of our house with luminaries. There was once a time when a lot of families in my neighborhood would do this, but over the years my family has become the only one to carry on this glowing tradition. As my siblings and I grew into adulthood, we’d all still meet on Christmas Eve at my parents to help my dad get the luminaries filled with sand and candles, and placed accordingly. Naturally, a thirst is usually worked up while doing this annual tradition, so cans or bottles of Christmas Ale are always shared and enjoyed. It’s a holiday highlight I look forward to every year.
But unfortunately, due to the pandemic, this tradition couldn’t happen in 2020. Even if we had felt comfortable driving down to help my dad place the luminaries outside, we physically weren’t able to. A wicked snowstorm was blowing in and traveling on the highways wasn’t safe. It was going to be my first year not lighting luminaries with my dad, and I was feeling pretty bummed. What should have been a joyous white Christmas with family was turning into a blue Christmas fast.
With nothing else to do on Christmas Eve, my partner and I decided to jump in my car and (carefully, slowly) cruise the empty snowy side streets of my neighborhood, taking in the lights while listening to our favorite Christmas tunes. We ended up making a turn into a secluded neighborhood I hadn’t spent much time in, and I was thrilled (and very surprised!) to see several houses with luminaries lit up and glowing in the falling snow. Seeing so many houses in this one tiny neighborhood carry on this tradition made me feel like a kid again, and in some ways, made it feel like I was back home.
So, what was the first thing I did once we got back from our snowy Christmas Eve drive? I cracked open a Christmas Ale, FaceTimed my parents, and told them about all of the beautiful luminaries I saw. It maybe wasn’t the ideal way to spend a Christmas Eve, but it’s one I’ll always remember.
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Christmas Ale’s first thirty years have brought countless memories. We can’t wait to see what the next thirty bring! Help keep making memories with your favorite holiday beer by using our Beer Finder, and share your own Christmas Ale moments with us on social media using #MerryChristmasAle.
Words by Michael Williams and GLBC Employee-Owners
Photos by Adam Ritterspach
We love ham, we really do. Scalloped potatoes and green bean casserole? All well and good. But sometimes, it’s fun to mix things up and create new holiday traditions to pair with your Christmas Ale. Try something different this season with our three course Christmas Ale feast, featuring recipes concocted by our very own employee-owners!
SLOW COOKER MULLED CHRISTMAS ALE
Before you get cooking, warm up with Brewpub Manager Ashley Likavec’s Slow Cooker Mulled Christmas Ale. It’s a breeze to make (and a joy to taste), so you can set it and forget it while prepping for the meal ahead. Watch Ashley craft this Christmas-y cocktail here. Pro tip: this recipe works equally well as a dessert-like after-dinner drink, too.
CHRISTMAS ALE CHIPOTLE WINGS
True, holiday meals often center the bird as the main course (looking at you, Thanksgiving turkey). But Kegging Line Operator Scott Ward’s Christmas Ale Chipotle Wings spice things up by flipping the lineup and letting the fowl lead off. While this recipe makes a great addition to a delicious holiday feast, it’s also a perfect sweet-heat appetizer for your gameday watch parties.
CHRISTMAS ALE STEAK MARINADE
Now that the kitchen is warming up, it’s time to bundle up and head outside! Grilling season never ends in the Midwest, and few main courses pair better with a special mid-winter celebration than a good old-fashioned steak. Make yours appropriately festive with Maintenance Specialist Hans Larsen’s Christmas Ale Steak Marinade. Dreaming of an herbivore holiday? Try the marinade on some portobello mushroom caps for a tasty meatless alternative.
CHRISTMAS ALE APPLE CRISP
Fun fact: the question, “did you save room for dessert?” is completely rhetorical during the holidays. Finish off your banquet with HR/Recruiting Coordinator Nadav Marcus’ Christmas Ale Apple Crisp. There’s something particularly satisfying about watching a scoop of vanilla ice cream melt over the warm crunchy topping. And it goes without saying that this scrumptious dessert pairs beautifully with Christmas Ale… or maybe even Barrel Aged Christmas Ale if you really want to impress your guests! You’ll have to try both to be sure.
However you choose to feast these holidays, we hope GLBC beer is a part of it! Use our Beer Finder to help locate some near you.
Nothing beats hometown hoops and hops, so we are thrilled to announce that Great Lakes Brewing Co. is now the Official Craft Beer of the Cleveland Cavaliers! Read on for the official press release announcing our partnership and the new Great Lakes Experience at Rocket Mortgage FieldHouse.
Great Lakes Brewing Co. and Cleveland Cavaliers Team Up to Bring “Great Lakes Experience” to Rocket Mortgage FieldHouse
Over 1,500 Sq. Ft. Taproom Now Open on Main Concourse for Upcoming Games and Events
Great Lakes Brewing Co., Ohio’s original craft brewery, have partnered with the Cleveland Cavaliers to serve their iconic craft beers in a signature setting for fans attending the more than 200 diverse live events, games and concerts held annually at Rocket Mortgage FieldHouse.
Called the “Great Lakes Experience,” the over 1,500 square foot beverage-only taproom located on the main concourse in the South Neighborhood has views to the Cleveland Guardians ballpark Progressive Field and features twelve 55-inch televisions to create a sports bar-like atmosphere. The brewery-style concession will have year-round and seasonal classics on tap, along with a rotating selection of offerings exclusive to the FieldHouse.
The “Great Lakes Experience” will be open for the upcoming slate of games and events at the FieldHouse, including the Cavs Home Opener on October 23rd and the Monsters Home Opener on October 14th. Throughout the year, the space will be programmed to express holidays, themes and special partnerships.
“Cleveland is home to an amazing craft beer scene, but before all the others, there was Great Lakes Brewing Co.,” said Cavaliers, Rock Entertainment Group and Rocket Mortgage FieldHouse CEO, Nic Barlage. “The Great Lakes Experience taproom will be a popular social destination for fans to gather and enjoy the incredible lineup of Great Lakes brews that so many of us know and love. We are proud to welcome the beloved Cleveland institution to the FieldHouse.”
The partnership also makes Great Lakes Brewing Co. the “Official Craft Brewery” of the Cavs. Independent for over 30 years and employee owned since 2018, the Cleveland sudsy staple serves 14 states and Washington D.C. with an award-winning selection of fresh, flavorful, and innovative craft beers. Their ever-popular “Christmas Ale” is celebrating its 30th anniversary in 2022.
“The Cleveland Cavaliers presented us with an amazing opportunity to be their Official Craft Beer, and a Proud Partner of Cleveland’s premier venue for not only NBA basketball, but AHL hockey, and top tier events,” said Great Lakes Brewing Co. Vice President, Sales, Chris Brown. “The Great Lakes Experience at Rocket Mortgage FieldHouse will be a real jewel of the partnership, showcasing our classic and innovative new brands in a fresh, high energy atmosphere. As Cleveland’s #1 craft beer brand and the top brand in all of Ohio, we are always looking for opportunities to strengthen our hometown impact. Aligning our independent craft brewery with such a competitive young team in our hometown, while being able to utilize the Cavaliers marks in many of our top markets, is exciting. We are thrilled to join forces with the Cavaliers and dig into all of the opportunities that this partnership presents.”
In addition, the new partnership will also mark the launch of a Cavs and Great Lakes Brewing Co. network of bars across the region. For participating establishments, the Cavs and Great Lakes Brewing Co. will provide all the necessities to create the ultimate fan destination to watch Cavs games this upcoming season. More information to come soon.
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ABOUT GREAT LAKES BREWING CO.
Great Lakes® Brewing Co. (GLBC) is Ohio’s original craft brewery, founded in 1988 by brothers Patrick and Daniel Conway in Cleveland, Ohio. Independent and employee-owned, GLBC serves 14 states and Washington DC with its award-winning portfolio of fresh, flavorful, and innovative craft beers including Dortmunder Gold® Lager, Hazecraft® IPA, TropiCoastal® Tropical IPA, Crushworthy® Lo-Cal Citrus Wheat, and a robust selection of seasonal and limited release offerings including Christmas Ale™ and Conway’s Irish Ale®.
ABOUT CLEVELAND CAVALIERS
The Cleveland Cavaliers won the NBA Championship in 2016 while also taking the Eastern Conference crown in 2007, 2015, 2016, 2017 and 2018. The team plays at, and also operates, the transformed Rocket Mortgage FieldHouse in downtown Cleveland, Ohio. The Cavaliers and Rocket Mortgage FieldHouse are part of Rock Entertainment Group. The Group also includes the Cleveland Monsters of the AHL, the Cleveland Charge of the NBA G League, Cavs Legion of the NBA 2K League, Legion Lair Lit by TCP home of Cavs Legion in Cleveland, and Cleveland Clinic Courts – the Cavaliers’ training and development center in Independence, Ohio. The Cavaliers are regularly recognized for their extensive community support and engagement programs and contributions, workplace diversity and inclusion leadership, and an on-going economic impact that now registers in the billions of dollars locally. Dan Gilbert is Chairman of the Cleveland Cavaliers. Gilbert and his family of companies have now invested over $2.0 billion in Cleveland. Gilbert is also Founder and Chairman of Rocket Mortgage, the nation’s largest mortgage lender, and Founder and Chairman of Rock Ventures LLC, the umbrella entity for his portfolio of business and real estate investments. Nic Barlage is the Cavaliers, Rocket Mortgage FieldHouse and Rock Entertainment Group CEO, and the Cavaliers team is led by President of Basketball Operations Koby Altman, General Manager Mike Gansey and Head Coach J.B. Bickerstaff. The Cavaliers and Rocket Mortgage FieldHouse provide fans the best experience in the NBA with its extensive and stunning array of amenities and technology and signature, electrifying game presentation.
GREAT LAKES BREWING CO. CELEBRATES CHRISTMAS ALE’S 30th ANNIVERSARY
Season Long Celebration Kicks Off at Brewpub’s Annual First Pour Event
Great Lakes® Brewing Co. (GLBC) announces the 30th anniversary of its iconic Christmas Ale, a beloved spiced seasonal ale set to return at the brewery’s annual Christmas Ale First Pour® celebration on October 20. Christmas Ale begins rolling out to all GLBC markets on Monday, October 24.
Originally brewed in 1992 with a classic recipe featuring fresh ginger, cinnamon, and honey, Christmas Ale has grown into a top performing beer for GLBC, despite being available in its 14 states for only eight weeks out of the year.
The season-long celebration will involve special events in all GLBC markets, 30th anniversary merchandise, and giveaways, including the annual First Pour VIP Contest, where one lucky fan will win a private brewery tour, swag, and exclusive access at the event, followed by a season-long “Merry Christmas Ale” sweepstakes awarding swag to lucky winners. Customers can find contests, regional event details, and more at greatlakesbrewing.com/merrychristmasale.
Christmas Ale First Pour & 30th Anniversary Celebration:
Date: Thursday, October 20
Time: Doors at 11AM; Tapping at 11:30AM
Location: GLBC Brewpub, 2516 Market Avenue Cleveland, OH 44113
Highlights: Ceremonial 30th anniversary tapping, Christmas DJs and karaoke, holiday-themed menu items, giveaways, photo opps, and more.
Details: greatlakesbrewing.com/firstpour2022
Christmas Ale Market Release:
GLBC Gift Shop: Friday, October 21
All GLBC Markets: Monday, October 24
Packages: Bottles: 6-Packs, 12-Packs; Cans: 6-Packs, 12-Packs, 16 oz. Single Serve; Draft
Find regional Christmas Ale events at: greatlakesbrewing.com/merrychristmasale