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BOULDER, Colo. — Sanitas Brewing Company’s new Grapefruit Smuggler welcomes the addition of ripe grapefruit blended with a traditional IPA just in time for Colorado’s postcard-worthy summer months ahead.

Pairing both Centennial and Azacca hops in the brewing process, this IPA is brewed with whole grapefruit and grapefruit peels revealing a light marigold hue that pours slightly opaque in appearance. Grapefruit Smuggler turns to roasted flaked oats and cara malts combined with the sheer hoppy nature of an IPA to balance out its unmistakable tangy and citrus profile.

“Grapefruit Smuggler is a great addition to our summertime lineup that already includesLime Lager, Hoppy Lager and Cherry Saison,” said Sanitas Brewing Company’s CEO and co-founder Michael Memsic. “However, what makes Grapefruit Smuggler so exciting is its versatility and potential to become a year-round favorite.”

Sanitas Brewing patrons can expect intense aromas of citrus-rich terpenes, like the flesh of fresh-squeezed grapefruits bulging from the top rim of their pint glass. Moderate alcohol content and smooth flavor result in a high level of drinkability on this Sanitas Brewing exclusive release.

“When temperatures begin to rise, we typically see people opt for lighter choices with bright flavors,” Memsic continued. “Even the most loyal IPA drinkers, or people who aren’t necessarily fans of grapefruit alone, will likely find themselves reaching for another.”

Sanitas’ Grapefruit Smuggler is available now on draft and in six-pack cans through its taproom location, 3550 Frontier Ave, along with various vendors in the Boulder /Denver area.

About Sanitas Brewery

Established in 2013 by two brewers with an audacious passion for beer, Sanitas Brewing has quickly become a top brewery in Boulder, CO. Known for its innovative beers and events, Sanitas uses local and organic ingredients and encourages its fans to “earn their beer” through life’s adventures. For more information, current beers, and events, visit www.sanitasbrewing.com.

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CARSON, Wash. — Backwoods Brewing Company will be bringing its delicious beers and hearty food menu to the Pearl District of Portland, OR. Effective June 12th, Backwoods began work on a new pub on the corner of NW 11th & Everett Street, where Pearl Tavern previously resided.

“We have a lot of visitors stop by our pub in Carson to experience the backwoods scenery, as well as the delicious food and beers we have to offer,” said Jim Waters, owner of Backwoods Brewing, along with his wife, Debbie Waters. “We look forward to bringing that same backwoods culture to Portland.”

Backwoods Brewing is about to enter its 7th year of business, and is ranked in the top 25 largest breweries in the state of WA, according to WA Beer Blog. However, there are still plenty of people who have yet to try their beer or visit the pub in Carson. “Our hope is that a pub in the Pearl will make it easier for folks in the Portland metro area to experience the same Backwoods hospitality that so many have already found after a good hike out in the Columbia River Gorge,” continued Waters.

Backwoods’ Pearl location will boast their seasonal, special release and core brews, such as Logyard IPA, Copperline Amber and Blueberry Wheat. It will also feature local ciders and wines on tap, as well as a vast selection of spirits for craft cocktails.

LikeBackwoods’ Carson pub, the food menu will focus on sourcing local ingredients and producing as much hand-made goods as possible. “We understand that this isn’t Carson, and the selection in Portland is vastly larger in comparison,”said Steve Waters, CEO of Backwoods Brewing. “We will keep true to our priority of using top-notch local ingredients, and will aim for a menu that stays true to who we are at Backwoods: fun, delicious, and appealing to all ages.”

When asked whether he thinks Portlanders will enjoy Backwoods’ backcountry feel and homestyle hospitality, CEO Steve Waters replied, “I think we’ll really resonate with the Portland crowd. We learned along while ago, through interactions with hikers, bikers, and campers we see inCarson, that there’s a really broad appeal to our rustic style. We’re finding out more every day that there’s a little bit of Backwoods in everyone.”

Kurt Huffman, owner of Chef Stable Group and part owner of Pearl Tavern, is happy to be passing the space on to such an exciting local brand. “We love Backwoods and we couldn’t feel better about who will be taking over this amazing space. Ryan [Magarian, fellow owner of Pearl Tavern] and I are already making plans to come have a beer and see what Backwoods has done with the space once they open.”

Magarian also recently posted on Facebook that he expects Backwoods’ new location to “offer the neighborhood a super awesome place to enjoy each other’s company and some rad beverage and food to boot.”

Backwoods Brewing is excited to join some great breweries from the Northwest, such as Deschutes, Rogue and the newer Von Ebert brewery, all of which are located in the Pearl District. When asked about the increasing number of breweries in Portland, Kevin Waters, Brewmaster for Backwoods, commented, “Good beer is good beer no matter what, and our corner of theGorge is becoming well known as a mainstay on many tap lists in the Portland area as it is. We’re excited to show everyone what we’re all about!”

Backwoods is aiming to open doors at the new location late June/early July. In the meantime, they’ll be transforming the space to have that backwoods feel that so many people have come to know and love from their experience with the original pub in Carson. The Carson location will remain open and continue to serve its local customers, as well as the many visitors that come out after a hike or camping trip.

When the new Pearl location does open, it will welcome all ages, and offer both lunch and dinner menus. Hours of operation will be 11:30 – 10 PM, Sunday through Thursday, and until 11 PM Fridays & Saturdays.

About Backwoods Brewing Company

Backwoods Brewing is located in the heart of the Columbia Gorge, in the small town of Carson, WA. It was founded by the Waters family in 2012, as a single-barrel brewpub. They now operate on a 20-barrel system in their newerStevenson facility, kegging, canning and bottling beer for the WA/OR markets.Their focus is on balanced beers, such as the flagship Logyard IPA. Backwoods works with local producers to source their hops, grain and yeast. The brewpub inCarson is open daily, from 11:30 AM – 9 PM, and welcomes all ages.

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NETHERLANDS — OneCircle is delighted to announce the appointment of Annemieke Hartman – Jemmett as a new board member of OneCircle. Annemieke is particularly well suited for the role due to her extensive diverse business experience and specifically her experience in the plastic packaging industry; growing the PET kegs segment with international and national brands.

During our search we were looking for a person with an intuitive PET packaging world connection, deep commercial understanding, excellent communicator and networker, an appetite for innovation and the ability for delivering planned growth through creating sound partnerships. With her remorseless energy and ambition, Annemieke possesses all these elements and more which makes her the ideal candidate to bring OneCircle to life; an initiative of Lightweight Containers

Due to the upcoming demand on environmental friendly products, Lightweight Containers identified the OneCircle initiative. OneCircle’s goal is to collect used KeyKegs, other one-way kegs and other plastic litter in general and separate them in a way that the materials can be used for the same high end applications

For a period of just under 5 years, Annemieke has been the Group Commercial Director for Petainer. Annemieke has been involved in similar roles for the following companies: Philip Morris International, Norton Motorcycles and Pitney Bowes Management Services to name but a few.

Annemieke said;’ I am thrilled to be starting at OneCircle, a forward thinking initiative focused on creating partnerships with accountable stakeholders in the supply chain. We look forward to deliver credible sustainable solutions working in close partnership with brand owners, suppliers and others. Securing the long term future of consumer packaging needs, whilst being accountable to the world in which we live’.

Please find here link to the Linkedin account of Annemieke Hartman – Jemmett

OneCircle

The origin of OneCircle origin is in the global collection of plastic kegs with the aim to ultimately make one-way plastic kegs fully circular (cradle to cradle). The majority of collected materials are used circularly for the production of new plastic kegs. For some components we are in the process of developing high-quality solutions. We also improve thermoplastics, which traditionally would be burned or are destined for landfill. www.onecircle.world

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BUFFALO, N.Y. — Goodnature Products, Inc.— designer and manufacturer of cold pressed juice and pasteurization equipment for nearly 20 years— has announced its release of the new CBP, the Pasteurizer Built for Brewing.

The Goodnature CBP has been developed as a plug-and-play solution for the growing brewery’s need to extend shelf life, ensure taste, and ship nationally.  Offered in standard models, the CBP features easy ordering, expedited lead times, and competitive market pricing.

Evans Brewing Co. (Irvine, California) is now using the CBP to pasteurize their beer and grow their business.

“Our beer comes out tasting better after pasteurization (including the IPA’s)” said Daniel Brunner, Evans Brewing Co.’s Brewmaster. “We are really happy with our Goodnature CBP and that we have finally found a way to safely grow our distribution while preserving the taste of our beer.”

Goodnature has been the world market-leader in commercial cold-press juice and cider equipment for decades, and began manufacturing pasteurizers to better serve its clients nearly thirty years ago. The transition from craft juice and cider into craft beer was a natural one.

“The design of the CBP was an iterative process” said Larry Colucci, Engineering Manager at Goodnature. “We know everything about the process of pasteurization, but we had to rely on our customers for the specific needs of the craft beer industry. Our customers have had input on the machine design from the very beginning and all of the way through.”

The CBP was unveiled to the public at the 2018 Craft Brewers Conference and Expo in May, along with the launch of the new microsite https://cbp.goodnature.com. The new website offers informative articles and case studies about pasteurization and even features an animation that shows how pasteurization works.

So far, the reception has been positive. There was a gap in the marketplace for a pasteurizer that takes the complexity out of adding pasteurization to the craft brew process. Goodnature makes it easy with standard models that can be ordered without much customization or configuration.

The CBP’s standard model sizes meet the entire range of brewery throughput (see the most popular models below).  The goal was to make a machine that completes the pasteurization process without operator involvement required. “You worry about the beer, we’ll worry about the processing” is the driving philosophy behind the machine design.

Model          Capacity (US)          Capacity Barrels          Capacity (M)

CBP-300          300 GAL/H               appr 10 BB/H               12 HL/H

CBP-600          600 GAL/H               appr 20 BB/H               24 HL/H

CBP-900          900 GAL/H               appr 30 BB/H               36 HL/H

CBP-1200         1200 GAL/H             appr 40 BB/H               48 HL/H

The CBP includes an electric heater on board that is integrated into the PLC control.  The skid is delivered as a single module and set in place at the brewery. Wiring and piping at the brewery is typically a one day process followed by a two day commissioning and training by Goodnature’s Commissioning Engineer.

Standard lead time for the CBP is an industry leading 12-16 weeks. To get more details about the CBP please visit https://cbp.goodnature.com

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AUSTIN, Texas — Just in time for the summer heat, Uncle Billy’s Brewery & Smokehouse, is introducing Texas Ruby Red Radler, a German-style beer blended with Texas-grown fresh ruby red grapefruit juice. This is the second summer seasonal beer released in cans by Uncle Billy’s Brewery for summer 2018. Select pint night events will be held in Central Texas in June and July to introduce this refreshing new beer.

Radlers, which trace their heritage back to the mid-18th century, are traditionally a mixture of beer and fruit soda or lemonade. Uncle Billy’s Brewery’s version of the radler introduces a unique Lone Star State twist to the traditional style with a squeeze of Texas ruby red grapefruit juice. The pale lager base is brewed with pilsner and Vienna malts, magnum and hallertau mittlefruh hops, resulting in a gorgeous pale-golden beer with a light pink hue.

Uncle Billy’s Texas Ruby Red Radler is crisp, clean, and bright with sweet grapefruit aroma. This lively carbonated, light bodied beer has a refreshingly well-balanced flavor with bready sweet malts, delicate noble hops, and bright grapefruit flavor. Highly sessionable at 3.7% ABV, it’s perfect for cooling off in the summer heat.

“Radlers have grown in popularity and we’re incredibly excited to release our first radler for Texans to enjoy,” said Bob Leggett, managing partner of Uncle Billy’s Brewery & Smokehouse. “The name radler is derived from the German word for “cyclist,” and this style of beer has long been associated with a quaffable beer to be enjoyed after cycling or other sports. We honor that tradition with an old timey penny-farthing bicycle featured on the can design. Whether you choose to sip our Texas Ruby Red Radler after sports, or while relaxing outdoors, we think you’ll love this incredibly vivacious beer with a punch of Texas grapefruit flavor.”

Uncle Billy’s Texas Ruby Red Radler Release Events

Uncle Billy’s Texas Ruby Red Radler will be featured at several launch events around Austin, including:

  • Thursday, June 14, 8-10pm, Indian Roller, 10006 Manchaca Road, Austin, TX 78748
  • Friday, July 20, 8-10pm, Bastrop Beer Co., 1008 Main Street, Bastrop, TX 78602
  • Thursday, July 26, 6-8pm, Whole Foods at the Domain, 11920 Domain Drive, Austin, TX 78758

Uncle Billy’s Texas Ruby Red Radler is widely available on draft and in 12-ounce cans at hundreds of bars, restaurants, and retail stores in Texas. Uncle Billy’s Brewery is distributed by Brown Distributing Co. Inc. in Austin; Favorite Brands in Dallas, Fort Worth and Houston; GLI Distributing in San Antonio; Keg One in the Hill Country; and Tri-City Distributors in New Braunfels, TX.

About Uncle Billy’s Brewery & Smokehouse

Founded in 2006, Uncle Billy’s Brewery & Smokehouse is located in the heart of Austin’s funkiest restaurant row on Barton Spring’s Road and is inspired by William “Uncle Billy” Barton, whose 1830’s tract included the renowned springs. Uncle Billy’s offers the perfect combination of award-winning, craft beers, distilled spirits, hand-crafted cocktails, and delicious, slow-smoked Texas barbeque. Learn more at: http://www.unclebillys.com/ and connect with Uncle Billy’s Brewery on Facebook, Instagram and Twitter. 

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YAKIMA, Wash. — Yakima Chief – Hopunion LLC (YCH HOPS), a leading global hop supplier, is pleased to announce that Clint Novak will join the company on July 1 as new Vice President of Finance, reporting directly to Chief Executive Officer Mike Goettl. Novak will be responsible for the planning, implementing, managing and controlling of all financial-related activities both domestically and internationally.

“Clint’s accounting and finance background and, in particular, his focus on Lean Management make Clint a great addition to the YCH executive team,” says Goettl. “We’re glad to have him aboard.”

Novak joins YCH HOPS after more than ten years of experience at Shields Bag and Printing Co., a leading manufacturer in Yakima, Washington, including eight years as Chief Financial Officer. He brings with him vast expertise in warehouse management, information technology improvements, and enhancing labor efficiencies. His experience at Shields also includes sustainability efforts and shipping logistics.

Novak is also a local alumni, having graduated from Central Washington University with a Bachelor’s degree in Accounting. He is a longstanding member of the community, enjoying the great outdoors that border the hop fields and Yakima craft beer favorites such as Bale Breaker’s Bottom Cutter.

“My wife and I have made Yakima our home for the last 14 years,” says Novak. “We are happy to have an opportunity here in the valley to begin the next chapter in our lives and look forward to being a part of the YCH HOPS family.”

About Yakima Chief – Hopunion

Yakima Chief – Hopunion is a 100% grower-owned, global hop supplier focused on providing premium quality hops and uncompromising service. The team is driven by a profound appreciation for the earth’s natural resources and a heartfelt respect for the communities and customers they serve. This creates a culture of continuous improvement centered on sustainably produced, innovative hop products for beer. From fresh Green Hops®, to whole-leaf hops, Cryo Hops®, hop pellets and Resinate® CO2 hop extract derived products, Yakima Chief – Hopunion is uniquely positioned, and passionate about connecting the world’s finest brewers with family-run hop farms through YCH HOPS.

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SALISBURY, Md. — Savor your summer with Evolution Craft Brewing Company’s new Day Crush Session Sour. Day Crush is a refreshing kettle sour with a mash bill of over 50% wheat for a silky mouthfeel.

This beer’s rocky head embodies a soft cloudy presence that will leave you in a haze craze. This refreshing beer is quenchingly tart yet sessionable, making it an easy drinking beer from noon till night. At 4.7% ABV, Day Crush is the perfect beer to toss in your cooler and enjoy throughout the day.

Whether you are at the beach with your friends or grilling out at a family barbecue, Day Crush is the exciting new reliable summer brew.

Currently available in the Evolution Craft Brewing Co. Tasting Room and officially on draft in the market on June 16, 2018. Soon available to be sipped out of a can summer of 2018.

About Evolution Craft Brewery:

Evolution Craft Brewing Co., the leader of the Culinary Craft Beer movement, was founded by Tom and John Knorr in 2009. The brewery started in Delmar, Delaware and moved to Salisbury, Maryland in 2012 to meet growing demand. Evolution’s inspiration was born out of the Knorr brothers’ passion for pairing the great food at their restaurants with great craft beers.

For more information about Evolution Craft Brewing, please visit http://www.evolutioncraftbrewing.com/.

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NEW YORK — Anyday Rosé, a new brand offering premium rosé beverages perfect for anyone on any occasion, introduces its flagship canned rosé cider in celebration of National Rosé Day. The rosé cider is available for purchase now online via the brand’s website and Venmo, making it the first wine brand on the market to accept transactions using the social payments platform.

Anyday Rosé enters the rapidly growing single-serve canned wine market engendering male and female customers alike to enjoy products traditionally tailored predominantly to women.

Founders behind the brand include former NFL player Pat McAfee of the Indianapolis Colts, Louis Roberts of Barstool Sports, and expert winemakers Andrew Jones of Tin City Cider and Michael Zinke of Zinke Wines. Upon realizing a mutual affinity for the crisp, dry taste of a quality rosé blend, the team decided to create a new alternative accessible to a wider, gender-neutral audience.

“After being converted to rosé cider myself, I took notice of friends reaching for the beverage first instead of choosing a beer,” said Roberts. “We realized the enormous potential, along with the market need, and embarked on a mission to make the best rosé cider out there that can be enjoyed on any occasion – it had to be equal parts cool and affordable.”

While the company is based in New York, its rosé is crafted in the heart of the central coast wine region in Paso Robles, CA. Anyday combines a blend of 85 percent crisp cider and 15 percent rosé wine with hops, containing an alcohol content of 6.9 percent. The 375 milliliter cans, designed to match the flexible lifestyle of its customers, are available in 8, 24, 96 and 365 (one for each day of the year) retailing at $32, $84, $312 and $1200, respectively.

“We’ve developed an incredible product that I’m very proud of – a versatile drink I can enjoy with my friends any day of the week, any day of the year,” said McAfee. “I’m excited to launch this product alongside all-star content and commerce teams and continue my entrepreneurial career.”

The Anyday team plans to launch additional canned wine products later this year and will also consider expanding into retail distribution in the near future. The canned rosé cider is available now on http://www.anydayrose.com.

About Anyday Rosé

Established in 2018, Anyday Rosé offers premium canned rosé perfect for any one on any occasion. The brand was founded by a team of wine enthusiasts and experts engendering to create an accessible and appealing beverage for anyone to enjoy. Its flagship product includes a great-tasting, affordable canned rosé cider for any day. Available for purchase online and through mobile payment processor Venmo, Anyday is catering to customer’s growing desire for flexible, fast transactions. With operations headquartered in New York City, Anyday Rosé is expertly crafted in Paso Robles, CA.

Learn more at http://www.anydayrose.com and on social via @anydayrose on Facebook and @anyday_rose on Instagram and Twitter.

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MillerCoors, NBWA Decries Trump Tariffs

MillerCoors is bracing for a $40 million hit to its bottom line due to the imposition of tariffs on foreign aluminum and steel, CEO Gavin Hattersley told Bloomberg earlier this week.

The tariffs — 10 percent aluminum and 25 percent steel — will likely force the company to scale back investments and hit the pause button on hiring new employees, Hattersley said. It could also lead to increased beer prices, he added, noting that the company’s shareholders won’t simply accept a $40 million hit to it profits.

“It doesn’t work that way,” he told the outlet.

Raising beer prices isn’t without consequences, though. Hattersley said even a $.50 increase in 12-pack prices would hurt the company’s market share.

Meanwhile, in an op-ed on the Morning Consult website, National Beer Wholesalers Association (NBWA) president and CEO Craig Purser agreed that wholesalers, retailers and consumers “will be forced to pay more for beer.”

“Instead of implementing risky trade gambles, we should embrace our international trading partners in a way that champions American business and further strengthens our economy,” Purser wrote.

The Trump administration doesn’t appear to be wavering. Earlier today, the U.S. announced it would impose 25 percent tariffs on $50 billion of Chinese goods starting July 6. China’s Commerce Ministry has accused the U.S. of starting a trade war and plans to respond with its own tariffs on U.S. goods. Earlier this month, the exemption on tariffs expired for Canada, the European Union and Mexico. All three nations have said they will retaliate.

Dave McLean Out at Magnolia

Less than a year after the brewery he founded was sold out of chapter 11 bankruptcy, Dave McLean has left Magnolia Brewing Company, according to Eater San Francisco.

McLean, who founded Magnolia in 1997 and recently launched Admiral Maltings, told Eater that the split with the new ownership group — which was led by New Belgium Brewing Company and includes Oud Beersel and Elysian Brewing co-founder Dick Cantwell — was “amicable.”

The group has appointed Brian Reccow, whose company, Specialistas, guided Magnolia through the bankruptcy and acquisition, as its new CEO. It will also temporarily close Magnolia’s Smokestack barbecue joint on June 18 for renovations. When the renamed Magnolia Dogpatch reopens in August, it will feature a new menu and beer garden.

Jester King Takes On Additional Owners

Austin, Texas-based Jester King announced Thursday that it had added four employees — Averie Swanson, tasting room manager Eric Kukla, artist Josh Cockrell and operations manager Matt Piper — to its ownership ranks.

“They were given equity in recognition of their years of hard work and great service,” co-founder Jeffrey Stuffings told Brewbound in an email. “They also were given the option to purchase equity as part of our recent land preservation efforts, which they did.”

Last month, Jester King purchased the remaining 107 acres of Ceres Park Ranch, where the brewery has been located since 2010.

Judge Tosses Lawsuit Against Goose Island

A federal judge has dismissed a lawsuit brought by two Massachusetts men who were unsatisfied with Anheuser-Busch-owned Goose Island’s refund process for infected bottles of its Bourbon County Stout, according to the Chicago Tribune.

The judge found that Goose Island’s offer of $8,000 to Jeff Roach and Scott Kaplan was sufficient, the outlet reported.

Goose Island recalled the 2015 edition of its popular Bourbon County beers due to off flavors and offered consumers refunds. Roach and Kaplan filed the lawsuit in February 2017, claiming they were unable to collect their refunds for more than 50 bottles of Bourbon County beers due to the process being “underpublicized and available for an unreasonably short period of time.”

Goose Island made its $8,000 offer to the men in April 2017, which the company’s attorneys said was “the maximum amount potentially available to them.” However, the men rejected the offer in pursuit of a class-action lawsuit.

Brewery Closures in Chicago, Washington and Virginia

After opening a 25,000 sq. ft. brewery three years ago, Chicago’s Baderbrau Brewing has ceased production and is now selling its operation, according to the Chicago Tribune.

According to data from the Brewers Association (BA), Baderbrau’s brewpub sold about 7,750 barrels of beer and contract brewed about 6,500 barrels for other beer companies in 2017.

In Spokane, Washington, Orlison Brewing has ceased production of its own beer and shuttered its taproom, according to the Spokesman-Review. However, Orlison will continue making beer on a contract basis for No-Li Brewhouse, according to the outlet.

Owner Orlin Reinbold told the Spokesman-Review that increased competition on- and off-premise as well as a lack of parking and food service at Orlison’s taproom hurt sales. Last year, the company sold 1,265 barrels of beer, according to the BA.

“The profit margin you’re making on canned beer is almost nothing,” Reinbold, whose primary business is in running grass seed companies, told the outlet. “You have to be doing such high volumes to make any money.”

And after just one year in business, Twisted Ales Craft Brewing in Manchester, Virginia, is closing, according to the Richmond Times-Dispatch. Owner Jason Price, who is moving to Raleigh, North Carolina, for an IT job, is attempting to sell the facility.

NBWA Beer Purchasers’ Index Expands Again

The NBWA’s Beer Purchasers’ Index — which helps explain U.S. beer distributors’ monthly purchasing behavior — expanded for the second consecutive month with a reading of 59 in May. However, the reading was two points below May 2017 levels.

According to the NBWA, “a reading greater than 50 indicates the segment is expanding,” while “a reading below 50 indicates the segment is contracting.”

Both the imports (index of 71) and craft (index of 55) expanded, but at slower rates than the previous year. Cider continued to show signs of recovery with a reading of 42, despite continued contraction. Meanwhile, the premium light segment contracted with a reading of 42.

Florida Beer Co. Parent Company Pays $40,000 to TTB

The Alcohol and Tobacco Tax and Trade Bureau (TTB) has accepted a $40,000 offer in compromise from Indian River Beverage Company, which operates as Florida Beer Co. in Cape Canaveral. The brewery was acquired in 2016 by ANSA McAL based in Trinidad and Tobago.

According to the TTB, Indian River Beverage Corporation failed to properly classify wine/cider for tax purposes, and the company also failed to pay or report its federal excise tax between August 16, 2011, and December 31, 2016.

Budweiser | 500 to 1 | This Bud’s For Vegas - YouTube

A-B’s Budweiser Brand Salutes Vegas Golden Knights

Anheuser-Busch InBev’s Budweiser brand celebrated the Vegas Golden Knight’s rise from 500 to 1 underdog to the Stanley Cup finals. Although the NHL expansion team ultimately succumbed to the Washington Capitals, Budweiser highlighted the unexpected season with a video that features music from Las Vegas band The Killers.

The Budweiser brand has done similar tributes in the past, including celebrating the 2016 Chicago Cubs’ World Series Championship.

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Three of the largest U.S. beer companies dropped a slate of new advertisements this week in an effort to capture the attention of soccer fans tuning into the 2018 World Cup.

Anheuser-Busch InBev, the world’s largest brewer, rolled out three new medieval-themed commercials for Bud Light, one of which was created for the World Cup and produced in both English and Spanish.

Called “Early Game,” the World Cup-inspired ad features a trio of party crashers showing up to watch soccer matches in Oracle Susana’s crystal ball.

Bud Light - Early Game - YouTube

The other two – “Spyglass” and “Attack” – build on Bud Light’s “Dilly Dilly” slogan while promoting the company’s Bud Light Lime and Bud Light Orange line extensions, as well as its “Bud Light Getaway” contest.

According to iSpot.tv data cited by Ad Age, A-B will spend an estimated $9 million to air the Bud Light “Spyglass” TV ad.

Meanwhile, Constellation Brands is using the World Cup as an opportunity to promote its Modelo offerings, which it says are brewed with a “fighting spirit.”

“As a Mexican beer brand, we are celebrating our Mexican heritage and playing into passion around soccer,” Jamie Stein, Constellation Brands’ senior director of communications, wrote to Brewbound. “Modelo has been a long-time supporter of soccer and is the official beer of The Beautiful Game and CONCACAF.”

The ad features soccer star Landon Donovan and David Ross, who won the 2016 World Series with the Chicago Cubs, the team’s first championship since 1908.

In the commercial, the two athletes discuss the idea of sports curses, and they encourage Americans to rally behind Mexico, which hasn’t advanced beyond its fourth World Cup game for nearly three decades.

“As an underdog brand and a brand rooted in the fighting spirit, we believe the fighting spirit can break curses,” Stein wrote.

Curses and Championships with David Ross and Landon Donovan | Modelo USA - YouTube

A second spot, running in Spanish, exclaims that Mexico will break its curse, and that the team is “not hexed,” “not cursed,” “not afraid,” and “not intimidated.”

Also getting in on the World Cup Action is Heineken, which this week unveiled its own soccer-themed ad called “Introduction.”

Set to Frankie Vallii’s popular “Can’t Take my Eyes Off You,” the spot features a man and woman who appear to be staring longingly into each other’s eyes. The camera slowly zooms out to reveal that the couple was watching a thrilling soccer match inside of a crowded restaurant. Later, they bump into one another while jockeying for position near the bar.

Heineken: Introduction (2018) - YouTube

A second new commercial, called “New Friends,” debuted nationwide yesterday and features a lost house partygoer accidentally enjoying himself at the wrong celebration. It’s part of Heineken’s new “Cheers to the Unexpected” campaign and features the Ramones’ cover of “Surfin Bird” by The Trashmen.

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