Trouble Staying Dry This January?

HOP WTR's Hired A Hypnotist To Help Consumers Stay Dry

LOS ANGELES, Dec. 12, 2023 /PRNewswire/ -- Last year, one in five adults participated in Dry January, but not everyone completed the challenge. This year, HOP WTR, the leading hoppy water brand, is making it easier than ever to stay dry by hypnotizing consumers to stick to their goals with the help of HOP WTR.  HOP WTR has partnered with a certified hypnotist to develop a "HOPnotic spell" designed to put consumers into a trance that will help them form healthier habits through the power of hypnotherapy. Sessions with HOP WTR's hypnotist will help give consumers the ability to resist a beer or say 'yes' to an early morning hike. Are we serious? Why, yes, we are. "Dry January sounds like a good idea, but it can be hard to pull off," said Jordan Bass, HOP WTR Co-Founder and CEO. "We hired a certified hypnotist, Amy Koford, who will hypnotize select consumers to help make sure they stay extra dry this January. As an added benefit, they may also leave the session wanting to drink lots of HOP WTR. We know people love our brand because they heart it on Instagram, but we want them to be obsessed. Putting consumers into a hypnotic trance seemed like a natural extension of our marketing." Fans looking to outsmart Dry January and form better habits can sign up for a chance to be hypnotized on HOP WTR's website from today until December 26th. Winners will receive their session during the first week of January.  To make Dry January even more of a no-brainer, each winner will also receive a month's supply of HOP WTR so they can still indulge in the bold, hoppy flavor they may suddenly crave more and more. Each can of HOP WTR is crafted with a blend of brewer-approved hops and mood-boosting ingredients that will have fans feeling good about staying dry. HOP WTR expects sales to rise in January, citing a growing trend of consumers who seem to be entranced by the brand. ABOUT HOP WTR Founded in California in 2020, HOP WTR is more than a healthy alternative to soda, beer, or cocktails; it's a consciously crafted sparkling hop water that blends bold hops with adaptogens and nootropics, offering Positive Refreshment in a can. Created without alcohol, calories, carbs, sugar, or gluten, each of HOP WTR's eight delicious flavors is the liquid equivalent of a laugh with close friends, bringing physical and emotional replenishment with every sip. HOP WTR is the choice you can feel great about physically, mentally, and emotionally. Cheers to a life well sipped! For more information, visit hopwtr.com and follow on Instagram @hopwtr.

Sierra Nevada Brewing Co. Releases Its First-Ever Non-Alcoholic Brews

New Brews Round Out Full Non-Alcoholic Portfolio with Hop Splash Line Extension

CHICO, Calif., Dec. 12, 2023 /PRNewswire/ -- Sierra Nevada Brewing Co. has just released its first-ever line of non-alcoholic brews -- Trail Pass IPA and Trail Pass Golden, hitting shelves across the U.S. this month. "Our innovation brewers have been working for years to perfect a flavorful, satisfying non-alcoholic brew. What they've developed is truly best-in-class," says Lesley Albright, VP of Marketing at Sierra Nevada Brewing Co. "We know that drinkers appreciate a wide variety of premium craft options to enjoy at different occasions. Trail Pass IPA and Golden are a great fit when the moment calls for a high-quality, non-alcoholic beverage that fully delivers on flavor and refreshment. We're so pleased to release this new collection of non-alcoholic offerings." Trail Pass IPA uses Amarillo®, Bravo, CTZ, Magnum, and Cascade hops for an impactful IPA flavor and aroma and comes in at 35 IBU. Trail Pass Golden has a light, crisp flavor with Centennial, Cascade and Bravo hops, and is an easy-going 15 IBU. Instead of removing alcohol after the brewing process, both brews are made using traditional fermentation but with a yeast that produces low amounts of alcohol. Though more difficult to work with, this process results in a higher-quality beverage more like traditional beer, but with less than 0.5% ABV. Both have a MSRP of $11.99 (6-pk of 12 oz. cans). To round out the full non-alcoholic portfolio, Sierra Nevada is additionally releasing Hop Splash Citrus, a new line extension to its popular Hop Splash sparkling water. Hop Splash Citrus is infused with Mosaic and Simcoe hops, and real grapefruit and blood orange juice to complement the prominent hoppy flavors and aromas. It contains zero alcohol and has a MSRP of $8.99 (6-pk of 12oz. cans). The all-new Trail Pass IPA, Trail Pass Golden and Hop Splash Citrus will be available year-round along with Hop Splash which launched in late 2022.   About Sierra Nevada Brewing Co. Inspired by frequent trips to the Sierra Nevada mountain range, Ken Grossman founded Sierra Nevada Brewing Co. in 1980. Highly regarded for using only the finest quality ingredients, Sierra Nevada has set the standard for craft brewers worldwide with innovations in the brewhouse and in its sustainability efforts. The pioneering spirit that launched Sierra Nevada now spans both coasts with breweries in Chico, California and Mills River, North Carolina. Sierra Nevada is famous for its extensive line of beers and other beverages including Pale Ale, Hazy Little Thing®, Torpedo® and a host of seasonal, specialty and limited release beers. Learn more at www.sierranevada.com. Inspired by frequent trips to the Sierra Nevada mountain range, Ken Grossman founded Sierra Nevada Brewing Co. in 1980. Highly regarded for using only the finest quality ingredients, Sierra Nevada has set the standard for craft brewers worldwide with innovations in the brewhouse and in its sustainability efforts. Learn more at www.sierranevada.com.

Genesee Brewery's Three-Story Keg Tree is Must-See Holiday Tradition in Upstate New York

532 Kegs Stacked 30 feet high, wrapped with 24,000 twinkling lights attracts thousands of beer lovers from near and far.

ROCHESTER, N.Y. , Dec. 12, 2023 /PRNewswire/ -- Genesee Brewery's three-story Keg Tree is a holiday tradition that shouldn't be missed. Throughout the season thousands of beer lovers descend upon Rochester, New York to catch a glimpse of this unique tree made entirely of 532 kegs stacked 30-feet high and wrapped with 24,000 lights! Since 2014, a crew of Genesee Brewery employees assemble and decorate the tree, as well as program the lights to holiday music. "This is a beer lovers' ultimate holiday tradition – bundle up, gather around a tree made of kegs and enjoy a cold Genesee beer with your friends," said Tiffany Benning, brand manager for Genesee. "Who could ask for a more perfect way to celebrate the holiday season?" Situated next to the largest urban waterfall in the U.S., the Genesee Keg Tree will remain lit throughout the entirety of the season at the Genesee Brew House located on Cataract Street next to the iconic Genesee Brewery in Rochester, New York. Visitors are encouraged to stop by the Genesee Brew House to enjoy beer and food, along with Genesee Brewery history and artifacts while shopping in the retail store. Genesee fans can also enjoy a cold pint or a flight of beer at the Tasting Bar and get a peek of the Pilot Brewery led by award-winning brewmaster Dean Jones. Visitors can share their Keg Tree photos and Genesee Brew House experience by tagging @GeneseeBrewery on social media. About Genesee Brewing Company Established in 1878, the Genesee Brewery—New York state's oldest brewery—makes the classic Genesee line of beers, Cream Ale and the Original Honey Brown Lager, as well as Seagram's Escapes. The Genesee Brewing Company is owned by FIFCO USA. For more information, please go to: https://www.fifcousa.com/ For more information, visit www.geneseebeer.com. Always drink responsibly.

Meet The Brewery: Go Brewing President Joe Chura

Lagunitas Born Yesterday Beer Review (7.2% ABV)

Aecht Schlenkerla Erle Beer Review (4.2% ABV)