Saturday, July 27, 2013

He Shoots, He Pours!

Toronto, ON

NHL Alumni choose go-forward beer

The NHL Alumni Association and Lake of Bays Brewing Company are proud to announce they have chosen the final recipe for their initial collaborative beer launch, scheduled to hit stores in September.

NHLAA Executive Director Mark Napier and several members of his team visited the brewery on Friday July 12 to play a bit of ball hockey and select which beer will be the first to be widely produced and sold. “This is delicious," said Napier of the group's choice. "This is going to be our flagship beer, so it has to be thirst-quenching yet distinctive. This really fits the bill."

Lake of Bays Brewing Co. and NHL Alumni Association inked a partnership deal in June to produce a series of collaborative beers. The flagship NHLAA brew, which has yet to be named, will roll out in time for the launch of the hockey season and will be available all year around.

The beer selected by the NHL Alumni is a golden lager made with German noble hops and Canadian malt.

"We expect this beer to be a huge hit with hockey-loving beer drinkers," said Napier. "What a great way to support our association and its many causes.”

“This is one of our best,” added Darren Smith, president and founder of Lake of Bays Brewing Company. “This is an easy-drinking lager, handcrafted using all-natural ingredients."

The NHLAA beers will be available initially at LCBOs across Ontario, as well as select pubs and restaurants in Ontario and Northeastern United States. The new brew will become available in Western Canada later in 2013.

A portion of the proceeds of the sales of all NHL Alumni beer will go to the NHL Alumni Association in support of its alumni and charitable causes.


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