SweetWater Brewery offers up a “Tackle Box” of tasty brews
SweetWater opens their Tackle Box just in time for the holidays
ATLANTA (November 15th, 2009) – SweetWater Brewery has released the newest addition to their award winning lineup. The SweetWater Tackle Box variety pack is a hefty collection of year round brews along with a “Secret Stash” brew in each box. This new package will be released in short runs, and therefore only available for a limited time as they tease the taste buds of craft beer lovers throughout the southeast beginning in Atlanta mid November. Sure to be the crowd pleaser when this gets laid out on the bar at your next holiday party.
The Tackle box will be stocked up with three of SweetWater’s most popular year round favorites plus a style that is a little something special. The box will always feature a few bottles each of the 420 Extra Pale Ale, SweetWater’s flagship west coast style pale ale, the SweetWater Blue, a lighter bodied wheat ale with hints of fresh blueberries, and SweetWater’s IPA, an unfiltered dry hopped to the gills India Pale Ale. The “Secret Stash” will change each time the package is produced and will vary based on the season. The “Secret Stash” could be the newest Catch & Release seasonal, an offering from the Dank Tank experimental series or a sneak peek at a style SweetWater is looking at for the future. You’ll have to crack open a case to find out.
The process of putting something like this together was a labor intensive and logistical challenge for SweetWater. Steve Farace, SweetWater’s Minister of Propaganda, remembered “We had this package designed 7 years ago when we were still cranking out brews in our original brewery out off of Fulton Industrial Blvd., but we just couldn’t pull together all the pieces to put it into motion.” With the brewery’s passion for the freshness of their beer, as their unpasteurized beer is best within 90 days, SweetWater had to look to outside help to make sure these cases got put together quickly, and into their wholesalers hands within hours of the beer being ready.
To make that pipe dream a reality, SweetWater Brewery has partnered with EnAble of Georgia, whose mission is “Enabling individuals with developmental disabilities to live full and independent lives in the community”. EnAble of Georgia has hand packed all of these cases. According to Amy Hines, EnAble’s Coordinator of Day & Employment Services, “our staff feels so good about being part of the community and also takes great pride in working with SweetWater directly to exceed their expectations.”
Also featured on the new Tackle Box variety pack is SweetWater’s partnership with the Atlanta Humane Society. With the tagline of “Adopt your next drinking buddy” the top panel of the Tackle Box features a unique web address encouraging people who are looking for their next dog to go to www.atlantahumane.org/sweetwaterbuddy.asp to find that lucky little guy or gal. Farace said “the relationship with the Atlanta Humane Society has been in our blood for years. The majority of the folks who work for SweetWater have dogs, and we always encourage folks looking for their next drinking buddy to look first at the Humane Society. They do amazing work down there, but there are still so many dogs that need a home, and hopefully the info and reminder on our packaging will get a few more four legged friends into some loving homes.”
About SweetWater Brewery:
SweetWater Brewing Company, makers of 420 Extra Pale Ale and a host of tasty brews, began its dream of free beer ‘til their dying day in an isolated office park near Sweetwater Creek State Park on the west side of Atlanta in 1996. Today, six years into a shiny new brewery in midtown Atlanta as the second largest craft brewer in the Southeast, SweetWater produces four year-round beers; 420 Extra Pale Ale, Blue, IPA, and Georgia Brown, as well as a slew of Catch and Release seasonals, and the Dank Tank series of experimental beers. SweetWater Brewery is also the winner of the “Small Brewery of the Year” award at the Great American Beer Festival – the only brewery east of the Mississippi to have ever won the award in the 28 year history of this Grand Daddy of beer festivals held in Denver, CO every fall. Tours of the brewery are held on Wednesday, Thursday, and Friday from 5:30 – 7:30pm and Saturday from 2:30 – 4:30. For more info give them a call at 404-691-ALES or visit www.sweetwaterbrew.com
I’m praying that my local liquor store gets this in-stock, but I doubt they will. I’ve never had sweetwater brews, but I hear they are awesome. This would be a great way to try some!!!
-Lost
I love it when breweries put out special variety packs of their beers and include a special beer that you can only get in them. New Belgium Brewing and also Twisted Pine Brewing of Colorado have variety packs where they put in a special brew that you can only get in the packs. It’s a good incentive for people to stock up.
I agree somewhat. I would not say that I love it when beers come packaged as a variety pack. For example, Sam Adams Longshot Series…I had no interest in the Cranberry Wit but was interested in trying the Double IPA and the Bock. I’d much rather go to a mix a 6 pack place and package up exactly what I want. That said, variety packs are a good way to try out the products from a new brewery since there aren’t a lot of mix-a-6’s around. And they’re good for small gatherings/hangouts.