I could modify our press release for the purpose of this blog, or we could just copy and paste, because that’s faster.
Yes, I’m lazy.
For Immediate Release
Iron Horse Brewery Announces New Brewlette Beer Series Where They Have no Idea What Type of Beer You Will be Drinking
A limited release beer series for beer geeks, beer freaks, and tap houses interested in experimental and hard to find ales.
ELLENSBURG, WA (December 2, 2013) As part of their 2014 product offering, Iron Horse Brewery is titillated to announce their new, limited release beer series called Iron Horse Brewlette, where beer retailers, consumers and even its own employees will have no idea what beer they are drinking until they tap it, pour it, drink it, then guess what it is.
“We wanted to reinvigorate the ‘new beer’ drinking experience,” said Owner and General Manager, Greg Parker. “Finding and trying interesting, new beers is what drives the craft beer drinker. We see this type of beer exploration all the time in our pub. People come in, try something new, and then ‘check in’ to brag about what that experience was like. We thought we could take that concept and turn it into an entire beer series. There is a 67% chance that this is a bad idea, which is why it is appealing to us.”
Iron Horse Brewlette is a year long series with releases scheduled quarterly for mid-February, mid-May, mid/late-September, and mid-November. For each release Iron Horse Brewery plans to produce three beer styles (Big and Hoppy, Big and Malty, Big and Balanced) at a time and then ship them, unlabeled, out into the market. The beer retailer will not know what style of beer they have received until they tap it and taste it. It will be up to the consumer to find each of the beers, taste, and identify the flavors.
The Power of Social Media
In conjunction with the release, Iron Horse Brewery is developing a mobile web app to ensure that the Brewlette experience is fulfilling both on and off-line. “The web app will allow series participants to identify and share within their social media networks, where and what beer was found. Participants can check in, guess what’s in the beer, share their findings and enter to win Iron Horse Brewery swag and prizes, including a private brewery tour.” cited Director of Marketing, Jared Vallejo. “Also, does anyone know how to do what I just said, because that seems hard.” he added.
“This is a great opportunity for tap houses to attract new customers. The availability of the beer is limited so that Iron Horse Brewlette fans will have to look outside of their local watering holes in order to find the Brewlette beers each quarter,” commented Vice President of Sales, Ross Chalstrom. “Not only do craft beer lovers get to try new and interesting beers, they get to try new and interesting tap houses as well; most likely becoming repeat customers or regulars.”
For more information about Iron Horse Brewlette go to http://www.ironhorsebrewlette.com
About Iron Horse Brewery
Iron Horse Brewery, centrally located in Ellensburg, WA, has been producing hand crafted ales since 2007. Iron Horse is owned by father-son team Greg and Gary Parker. With 20 employees and a recent expansion, enabling IHB to double its brewing capacity, they plan to produce over 15,000 barrels of beer in 2014. To learn more about the brewery or to simply take a break from Facebook, go to www.ironhorsebrewery.com; you’ll probably be sorry you did.
Greg Parker, General Manager
Jared Vallejo, Marketing Director