(BOSTON, MA) — After a historic turnout in 2009, Samuel Adams is once again inviting beer lovers to participate in the sixth annual Beer Lover’s Choice program, where two brews will go head to head for the chance to become the newest addition to Samuel Adams’ line-up of more than 21 award-winning styles of craft beer. Throughout the summer, American beer drinkers coast to coast will have the opportunity to sample two new craft beers created by the brewers at Samuel Adams at local tasting events and be encouraged to vote for their favorite. The program not only gives drinkers a say in which beer style will be added to the Samuel Adams® family of beers, but also educates participants on what to look for when tasting craft beer, encouraging them to appreciate and savor each sip like a fine wine. Each beer will be evaluated on five different characteristics including color, aroma, taste, mouth-feel and finish, while participants learn about the beer’s history, ingredients and unique brewing process.
So what are the two contenders this year? The first is Sample A, a Belgian-style IPA, an incredibly complex beer that begins with the fruity, sweet, slightly tart and spicy characteristics of Belgian ale yeast. The blend of malts, including a traditional slow-roasted Czech variety, adds a crisp, slightly roasty note. This is complemented by a combination of German and American hops, which add complex notes of eucalyptus, pine and citrus. The beer finishes with the distinct hop bitterness expected from an IPA, immediately demanding a second sip.
Looking to give the IPA a run for its money is Sample B, an American Rye, which is a deep, reddish-hued ale brewed with both rye and roasted malt for a spicy character. The slight roastiness and sweetness from the malt is complemented by floral and citrus notes from the combination of German Hallertau Mittelfrueh and American Ahtanum, Centennial and Amarillo hops in this beer. The rye imparts additional complexity by adding a spicy and slightly drying finish to this medium-bodied brew.
“We’ve seen a growing interest in our Beer Lover’s Choice program. Drinkers are looking to challenge their palates when it comes to beer and are looking for opportunities to experience new and exciting brews like this year’s Belgian-style IPA and American Rye,” said Jim Koch, Brewer and Founder.
Last year, more than 68,000 beer enthusiasts sampled the two Beer Lover’s Choice brews at over 1,300 tasting events across the country. Samuel Adams Noble Pils®, a hoppy pilsner brewed with a recipe that calls for all five varieties of Noble Hops, emerged as the clear favorite. The voters’ response to the beer was so enthusiastic that the brewers made Noble Pils the new spring seasonal brew.
Samuel Adams representatives will host Beer Lover’s Choice tastings in bars, restaurants and off-premise retail locations nationwide from July 6 through September 30. Beer enthusiasts and interested participants are invited to log on to www.samueladams.com to learn when and where they can attend a tasting. Results will be tabulated and announced in October with the winning beer hitting shelves in January 2011. The brew will be available in the Samuel Adams® Brewmaster’s Collection for a suggested retail price of $13.99–$15.99 per 12-pack.
THE BOSTON BEER COMPANY BACKGROUND:
The Boston Beer Company began in 1984 with a generations-old family recipe that Founder and Brewer Jim Koch uncovered in his father’s attic. After bringing the recipe to life in his kitchen, Jim brought it to bars in Boston with the belief that drinkers would appreciate a complex, full-flavored beer, brewed fresh in America. That beer was Samuel Adams Boston Lager®, and it helped catalyze what became known as the American craft beer revolution.
Today, the Company brews more than 21 styles of beer. The Company uses the traditional four vessel brewing process and often takes extra steps like dry-hopping and a secondary fermentation known as krausening. It passionately pursues the development of new styles and the perfection of its classic beers by constantly searching for the world’s finest ingredients. While resurrecting traditional brewing methods, the Company has earned a reputation as a pioneer in another revolution, the “extreme beer” movement, where it seeks to challenge drinkers’ perceptions of what beer can be. The Boston Beer Company strives to elevate the image of American craft beer by entering festivals and competitions the world over, and in the past five years it has won more awards in international beer competitions than any other brewery in the world. The Company remains independent, and brewing quality beer remains its single focus. While Samuel Adams is the country’s largest-selling craft beer, it accounts for just under one percent of the U.S. beer market. For more information, please visit www.samueladams.com.