Genesee Announces the Winner of its FIRST EVER Specialty Beer Chosen by Fans!

Winning Beer Will Hit Shelves First Week of November

ROCHESTER, N.Y., Oct. 19, 2023 /PRNewswire/ -- The people have spoken! After an electrifying campaign and more than 10,500 Genesee fans flocking to the local polls, the moment we've all been waiting for has arrived. Genesee is thrilled to announce the winner of its first ever specialty beer chosen by fan votes! Drumroll, please… Your brand-new Genesee Specialty beer is Citrus Pils! Aptly named after the winning flavor profile, winter citrus, Citrus Pils is a pilsner-style ale that delivers bright flavors of tangerine and lime. Citrus Pils will be available in 12 packs of 12-ounce cans the first week of November. "We are so excited for the community to get their hands on the beer that they helped create," said Tiffany Benning, brand manager for Genesee. "As we head into winter, Citrus Pils will offer a bright and refreshing drinking experience during a frosty time of the year." Chosen by the People, for the People The "Genesee for '23" campaign, promoted a crowd-sourced approach to choosing the next Genesee Specialty beer. This was the first time Genesee lovers were able to cast their vote and influence Genesee brewers at work. Citrus Pils will sit on the Genesee Specialty line next to fan favorite, Ruby Red Kolsch. "Citrus Pils is kind of like the winter cousin of Ruby Red," said Benning. "Out of 10,500 votes, this flavor won by a land slide. Genny fans can't seem to get enough of our citrus beers!" In addition to the months long voting campaign, Genesee launched an interactive teaser activation across its social media channels. Sleuthing fans were led to a tricky cypher, allowing them to be a part of solving the mystery and figuring out the winning flavor. "We wanted this process to be as fun and engaging as possible," said Benning. "We cannot wait to see you enjoying YOUR beer! Be sure to raise your glass and tell us what you think!" Citrus Pils will be available across NY, PA, NC, VA, MA, FL, MD, NJ, VT and OH. About Genesee Brewing Company For more information, visit www.geneseebeer.com. Genesee Brewery is owned by FIFCO USA. For more information, please go to: https://www.fifcousa.com/  Always drink responsibly.

Samuel Adams Just Unlocked Beer Lovers' Phobia: Cenosillicaphobia

Brewery Introduces 'Beer Fest, Fear Fest' to Solve the Fear of An Empty Beer Glass This Spooky Season

BOSTON, Sept. 26, 2023 /PRNewswire/ --Fall is undoubtedly Beer Season. From tailgating to the latest fall brew flavors, the pint glass is definitely half full - never half empty - for beer lovers in autumn. So, it's understandable why 38% of American beer drinkers admit that Cenosillicaphobia - the fear of an empty beer glass - is a relatable fear, according to a new survey1 commissioned by Samuel Adams and conducted online by The Harris Poll. In fact, 20% of American beer drinkers say they'd rather run into an ex than have an empty beer glass. This spooky season, Samuel Adams introduces Beer Fest, Fear Fest - the ultimate beer season challenge that's no match for your favorite fall seasonal brew, OctoberFest. Starting Sunday, October 1, head to Beer Fest, Fear Fest in partnership with Bucket Listers, to face your biggest fear this spooky season - Cenosillicaphobia. Beer Fest, Fear Fest is an OctoberFest-themed haunted experience where drinkers are challenged to carry a full-to-the-brim pint glass of the #1 fall seasonal beer2 through a series of jump scares. Each week, one bold drinker that makes it through the scarescape with a full glass will be rewarded3 with a season's supply of chilled-to-the-bone OctoberFest, so their pint glass stays full all autumn long. "Beer Fest, Fear Fest is all about embracing beer season and facing your biggest fears," said Lauren Price, Head of Brand, Samuel Adams. "We know our drinkers are up to the challenge and there's no other way to celebrate than with (a full) pint of the #1 fall seasonal beer, OctoberFest." Beer Fest, Fear Fest Details: When: Available throughout October Where: The Summer Club at the Ravel Hotel in Long Island City (8-08 Queens Plaza S, Queens, NY 11101) Tickets: Visit Bucket Lister's website to book your tickets, in partnership with Bucket Lister's Cityside Pumpkin Patch Giveaway: For full details on the Beer Fest, Fear Fest contest, visit the event landing page. Beer Season Brews: And, if you can't experience the haunted hops for yourself, drinkers nationwide can head to their local store and pick up a pack of Samuel Adams or other seasonal offerings in their area by visiting samueladams.com/find-a-sam. OctoberFest: This #1 fall seasonal is our take on a century's old classic - a hearty Märzen with a toasty malt sweetness and a light hop character that's fit for a celebration. OctoberFest is smooth with a deep malt complexity, roasty sweetness and light hop character that is perfectly festive. ABV: 5.3% | Available in: 6pk 12oz Bottles: SRP $9.99 | 12pk 12oz Bottles: SRP $17.99 | 28-pack 12 oz bottles: SRP $29.99 | 12pk 12oz Cans: SRP $17.99 Beer Fest Variety Pack: This NEW seasonal assortment offers OctoberFest, Jack-O, and two exciting NEW innovations Hoppy Lager and Flannel Fest. Perfect for helping drinkers celebrating all beer season long. Flannel Fest: Flannel Fest is a new brew featuring robust notes of toasted bread and caramel, balanced by a light floral hop aroma. This classic German lager - Munich Dunkel - will keep you cozy during your coldest of beer season adventures. Hoppy Lager: A Beer Fest Variety Pack exclusive, Hoppy Lager brings flavorful crushability to the highest of hikes, craziest tailgates and most hard-core corn mazes. With a twist on a classic lager, this brew features big, juicy hop notes with crisp drinkability. Available in: Available in: 12pk 12oz Bottles: SRP $17.99 | 24pk 12oz Bottles: SRP $28.99 | 12pk 12oz Cans: SRP $17.99 The Greatest Party on Earth: In addition to Beer Fest, Fear Fest, Samuel Adams is continuing to own fall Beer Season through the introduction of Beereal, the world's first "cereal" made to be enjoyed with Samuel Adams OctoberFest. Complete with nothing but beer's favorite snack, Beereal features pretzels, instead of traditional cereal. There's even a mini-cornhole game on the back of the box! While the first Beereal drop has already come and gone, it may not be too late to get your hands on beer's favorite cereal. Head to @SamualAdamsBeer on Instagram on September 29 for more details. Lastly, get your steins ready - prost! Enter for a chance to win a Samuel Adams stein now through October 30. ABOUT SAMUEL ADAMS: THE BEER  Samuel Adams is a leading independent, American craft brewer that helped to launch the craft beer revolution. The brewery began in 1984 when Founder and Brewer Jim Koch used a generations-old family recipe to brew beer in his kitchen. Inspired and unafraid to challenge conventional thinking about beer, Jim brought the recipe to life with hopes drinkers would appreciate the complex, full-flavor and started sampling the beer in Boston. He named the flagship brew Samuel Adams Boston Lager in recognition of one of our nation's founding fathers, a revolutionary man of independent and pioneering spirit. Today, Samuel Adams is one of the world's most awarded breweries and remains focused on crafting the highest quality beers through innovation and experimentation in the relentless pursuit of better. Samuel Adams remains dedicated to elevating and growing the American craft beer industry overall, including providing education and support for entrepreneurs and fellow brewers through its philanthropic program, Brewing the American Dream, which helps others pursue their American Dream. For more information, visit www.SamuelAdams.com or follow @SamuelAdamsBeer. ABOUT BOSTON BEER COMPANY  The Boston Beer Company, Inc. (NYSE: SAM) began in 1984 brewing Samuel Adams beer and the Samuel Adams brand is currently recognized as one of the largest and most respected craft beer brands. Our portfolio of brands also includes Truly Hard Seltzer, Twisted Tea, Angry Orchard Hard Cider, Dogfish Head Brewery, and Hard Mountain Dew, as well as other craft beer brands such as Angel City Brewery and Coney Island Brewing. For more information, please visit our investor relations website at www.bostonbeer.com, which includes links to all of our respective brand websites.

Morton Salt and Alter Brewing toast to 175 years of "Pure Joy" launching a limited-edition Morton Beer

CHICAGO, Oct. 2, 2023 /PRNewswire/ -- Morton Salt, Inc. and Alter Brewing are pleased to introduce Pure Joy, a limited-edition beer named in honor of Morton Salt's founder, Joy Morton. The beer is crafted by Alter Brewing and available at its locations in Downers Grove, Oak Brook and St. Charles beginning October 2, 2023.

Collaborations have played a significant role in the craft-beer industry allowing breweries and brands alike to expand their reach across new market segments and consumers. Alter Brewing's Head Brewer, Matt McCowan, shared, "I think the best way to showcase Morton Salt is to create a hazy IPA/Gose blend featuring a sweet and citrusy aroma, a smooth, flavorful, and juicy flavor profile, and a noticeable punch of salt that blends well with an overall sweet, smooth backbone. We think our customers, old and new, will truly enjoy our Morton-inspired Beer!" "We're very excited to collaborate with Alter Brewing to offer a delicious, refreshing one-of-a-kind beer to toast with our customers as we continue to celebrate Morton Salt's 175th anniversary," said Kristin Edstrom, Senior Brand Licensing Manager for Morton Salt. "Since 1848, Morton Salt has remained a trusted authority in salt in North America. Alter Brewing, known for its highly creative and tasteful craft brew selections, has done a great job honoring our rich heritage through their thoughtful creation and brewing of Pure Joy." Ken Henricks, President of Alter Brewing, shared, "We're honored to partner with such an iconic, global leader celebrating their 175th anniversary. Our collaboration with Morton celebrates finding joy in the small things that bring people together." The Morton-inspired beer will be available on draft and in four-packs to go at all three Alter Brewing locations, as well as in limited local distribution for everyone to enjoy. Visit AlterBrewing.com for location information. In addition, Pure Joy will be available at The Morton Arboretum's Ginkgo Restaurant and Café in Lisle. For more information, visit MortonArboretum.com. About Morton Salt, Inc. Morton Salt, Inc. is a trusted authority in salt in North America. The iconic Morton® brand, coupled with the broadest footprint in the industry, has made the company a leader since 1848. Morton produces salt for culinary, water softening, household, road deicing, food processing, chemical, pharmaceutical, and numerous other uses. Headquartered in Chicago, Morton Salt, with affiliates in the Bahamas and Canada, is committed to safety, quality, and service in the communities in which it operates. MortonSalt.com  About Alter Brewing Alter Brewing Company is a foundational brewery of the western Chicago suburban craft beer scene. Building on its commitments to quality and excellent hospitality, Alter seeks to create change by Altering the public's perception of beer's potential, as well as driving positive change in the community.  Alter operates a taproom in Downers Grove and full restaurants in. St. Charles and Oak Brook, IL. All locations are open 7 days a week. For hours, directions, and more information visit them online: AlterBrewing.com For more information, go to MortonSalt.com or visit us on Instagram or Facebook, and follow Alter Brewing at AlterBrewing.com and Alter Brewing on Instagram and Facebook.  Alter Brewing Morton Pure Joy Beer Collab Alter Brewing Morton Salt Brew Day

Guinness brings its magic to Canada with the launch of Guinness 0 Non-Alcoholic Draught

TORONTO, Sept. 20, 2023 /CNW/ - Guinness 0 Non-alcoholic Draught from the world's leading stout, has officially made its way into Canada, featuring the same beautifully smooth taste, perfectly balanced flavour, and unique dark colour that is unmistakably Guinness.

To celebrate this momentous occasion, Guinness invites Canadians to enjoy a can of Guinness 0 Non-Alcoholic Draught through unexpected means — a vending machine — bringing the magic of Guinness to Canadians coast-to-coast. To toast this revolutionary launch, Guinness 0 is partnering with mentalist Kevin Hamdan for a magic-hour activation in downtown Toronto, bringing people together for a shared experience that celebrates the brand's over 200-year history. Guinness' dedication to the future of brewing brilliance started in 1759. The journey to launching Guinness 0 draws on that commitment to retaining its distinct character and taste — central to the four-year process led by the technical and innovation teams at St. James's Gate, the Home of Guinness. To craft Guinness 0, brewers use the same natural ingredients they always have; water, barley, hops and yeast; before gently removing the alcohol through a cold filtration method. This process allows alcohol to be filtered out without presenting thermal stress to the beer, protecting the integrity of its taste and character. The brewers then carefully blend and balance the flavours to ensure the distinctive flavour profile and taste characteristics of Guinness, resulting in the same draught beer flavour fans know and love. "We're so excited to bring Guinness 0 to Canada. It's been a long journey and Guinness 0 is a testament to our commitment of innovation, experimentation and bravery in brewing that is core to our brand. Our brewers did the impossible and created a non-alcoholic draught beer that is 100 per cent Guinness," says Nadia Niccoli, Head of Marketing, Canada, Guinness. "Canadians are looking for ways to enjoy the taste of Guinness when they choose not to drink alcohol and with Guinness 0, they can, and with only 70 calories per 440ml can!" To celebrate the magic of Guinness' launch, Canadians are invited to the Guinness 0 Magic-Hour activation today at Yonge-Dundas Square from 6 – 7 p.m. ET. The interactive performance with revered mentalist, Kevin Hamdan, will include giveaways and introduce the new Guinness 0 vending machine which will pop up in the following cities and locations this fall: Union Station (Toronto, ON): September 21-22 Eaton Centre (Montreal, QC):  September 28 - October 1 Chinook Centre (Calgary, AB): October 5-8 Waterfront Station (Vancouver, BC):  October 12-15 Canadians are invited to follow @GuinnessCa and hashtag #Guinness0 to learn more. Available now where non-alcoholic beer options are sold nation-wide. About Guinness The Guinness brand was established in 1759, when Arthur Guinness signed a 9,000-year lease on St. James's Gate Brewery in Dublin. Brewed using four main ingredients, water, barley (malted & roasted), hops and yeast, Guinness is the world's most popular stout. The iconic beer is brewed in 49 countries worldwide and sold in over 150 with almost 9-million glasses of Guinness enjoyed every day around the world. The most Guinness is sold in Great Britain, Ireland, USA, Nigeria and Cameroon. More information can be found at www.guinness.com. About Diageo North America Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow at Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

Whetstone Beer Co. releases new Quechee Maple Amber Ale supporting Vermont State Parks

BRATTLEBORO, Vt., Sept. 20, 2023 /PRNewswire/ -- "Brewing up adventure," isn't just a motto for Whetstone Beer Co., it's a way of life. Partners David Hiler, Tim and Amy Brady were brought together by their love of beer and adventure. Their years exploring the beauty of Vermont State Parks has led them to launch Pints for Parks, a partnership benefiting Vermont State Parks.

Pints for Parks is a collaboration between Whetstone Beer Co. and Vermont State Parks, where twice per year Whetstone creates a unique, limited-edition beer celebrating a different state park. Like all of Whetstone Beer's cans, this special release incorporates a collectible sticker in the label. Proceeds from all Pints for Parks beers will support Vermont Parks Forever, Vermont State Parks' supporting foundation. For the Fall 2023 edition of this beer, we're excited to partner with the Vermont Maple Farmers Collective in the creation of our Quechee Gorge Maple Amber Ale. Whetstone wanted to showcase the flavors of Vermont, alongside the beauty of the State Parks. When the brewers decided to produce a Maple Amber Ale, they set out to try to find a local Maple producer for the large amount of syrup they would need and were thrilled to find the Vermont Maple Farmers Collective. This collection of seven small batch farms, located right in the Upper Valley of Vermont, works collectively to help each farmer endure the increasing market pressures from impersonal factory farms. Whetstone shares Vermont Maple Farmers vision for a world where small-scale producers can be a viable business and where family farms can count on the spring maple sugaring season to help make ends meet. This Pints for Parks release of a limited-edition Quechee Gorge Maple Amber Ale beer is inspired by the iconic Gorge and the colors and flavors of Vermont. A kickoff event will be held on September 30th from 1 pm to 5 pm at the Street Food Festival on the Brattleboro Common. "We are excited about the Pints for Parks program and the opportunity to partner with Whetstone Beer Co. This program is a terrific way to celebrate Vermont's amazing state park system and encourage folks to get outside" said Nate McKeen, Director of Vermont State Parks. "Whetstone is a terrific company to work with who understands the value of outdoor recreation and connecting people to parks." "Quechee Gorge is the perfect place to showcase a beer with a bold Maple character. This well balanced amber ale, with a touch of maple, pairs perfectly with the amazing scenic backdrop of one of Vermont's most beautiful State Parks" said Whetstone partner Tim Brady. "It's a beer that just tastes like fall.  Perfect for sitting around a campfire and taking that minute to admire the amazing foliage and scenic backdrop of Vermont."   "We are grateful for this creative partnership that will showcase Vermont's beautiful state parks and raise awareness of Vermont Parks Forever (VPF), the foundation for Vermont's state parks," said Sarah Alberghini Winters, Executive Director, Vermont Parks Forever. "The support from Whetstone Beer Co. will bolster VPF's efforts to expand nature education in the parks and provide more free entry through the Park Access Fund. Thanks, Whetstone!" Follow the Pints for Parks project at whetstonebeer.com/parks

University of Iowa Patient Uses Craft Beer Sales to Help Fight Eye Disease

INWOOD, Iowa, Sept. 22, 2023 /PRNewswire/ -- Rob Hage struggles to hold back the tears. Every day he thinks about his grandkids facing the same inherited eye disease that afflicts him and his son. These aren't tears of grief, however. They're tears of joy.

Hage is overcome with hope and gratitude, because he has reason to believe his grandchildren will never have to experience the fear of blindness that he and his son have faced. He knows firsthand that the University of Iowa Institute for Vision Research has discovered a potential cure and preventative treatments for rare heritable conditions like retinitis pigmentosa and one of the most common forms of vision loss, macular degeneration. The IVR aims to make these treatments widely affordable and available within a matter of years. To help expedite that process, Hage's family is raising awareness and money for the IVR through craft beer. In September 2021, the Hages started their own brewery, Blind Butcher Brewing, in Inwood, Iowa, and raised more than $42,000 within a year. Earlier this summer, the family launched Brews for Blindness—a nonprofit that's organizing other community-minded breweries to join its mission. Each partner can designate a new or existing beer to the cause, allocating a portion of sales to the IVR. Together, these efforts will spread hope and empower others to help cure blindness, one beer at a time. "There's no reason we have to leave anybody behind in this disease; we can help everyone," says Hage. "That's our mission—and until this disease is gone, we're just going to keep plugging at it." Seeing is Believing Hage has witnessed the IVR's "leave no one behind" mentality at work. Fourteen years ago, Hage traveled across the state to see IVR director and ophthalmologist Ed Stone (89R, 90F, 92F) in the UI Department of Ophthalmology and Visual Sciences. Hage was diagnosed with retinitis pigmentosa, a rare genetic disorder that involves a breakdown and loss of cells in the retina that steadily narrows his central vision. Despite the discouraging diagnosis, Hage still left Iowa City with a glimmer of hope. Stone told him that his team wouldn't quit until they found a cure.  In December 2020, that potential cure came to light. Hage watched a webinar in which Stone described a promising vision-restoring treatment that was positioned to undergo clinical trials in the coming years. The challenge was making it affordable. That's where Hage's vision for starting a brewery came into focus. Soon after Blind Butcher Brewing opened, Hage's son was diagnosed with retinitis pigmentosa. The news came as a shock, though it wasn't nearly as daunting for the family as his own diagnosis. "Things were surprisingly a lot easier," says Hage. "We're just so confident in what's being done [at the IVR]. We know it's going to work. It's just a matter of time, awareness, fundraising, and this grassroots effort that we're involved with here in Iowa." Collaboration for a Cause This past May, Brews for Blindness took flight with the canning of its pilot beer, Sight for the Blind. Two and a half years in the making, the hazy IPA was brewed by Coralville's Backpocket Brewing. The can's label features a QR code with information about the nonprofit's mission and a link to donate online to a vision research fund. Hage has shared his mission with the brewers' guilds in Iowa and South Dakota and aims to partner with more than 100 Iowa craft brewers later this year. Once the nonprofit is well-established in Iowa, Hage will begin seeking partnerships with breweries beyond the state.  "The culture of craft beer brings people together," says Hage, who was inspired by Sierra Nevada Brewing Company's worldwide campaign that raised millions to support those affected by the 2018 California wildfires. "The industry is just perfectly aligned to raising awareness in communities across Iowa and the country." A Beacon of Hope Blind Butcher Brewing is located a few miles northwest of Inwood, Iowa, in the middle of nowhere. But most who walk in the doors don't find it by accident. Every weekend, Hage meets people who have lost hope, need more of it, or want to know how they can help. The Hages' family story demonstrates how a vision, a community, and a belief can transform lives—one person at a time. "We're shining a light on how we can bring this cure to people from around the world," says Hage. "It doesn't matter who you are, where you're from, or how old you are. We signed on to the mission of leaving no one behind. That's what we're going to do."