Beer innovation is back in full swing, as warmer weather sets in and consumer tastes continue to evolve.
Lion has announced the launch of Brooklyn Bel Air Sour – one of America’s top-selling sour beers – and the inaugural Brooklyn Bel Air Sour ‘Party Tartly’ Cocktail Cup.
The Cocktail Cup is a competition amongst bartenders in NSW and Victoria to create an original cocktail using the beer as a “less than traditional” ingredient.
Competitors are invited to create an original Brooklyn Bel Air Sour ale cocktail using no more than five ingredients, complementing its tropical aromas and tart edge. They then promote their drink in-venue and online through November.
The top three entrants in both states will be selected and all brought to Sydney where their creation will be showcased at a Brooklyn-inspired rooftop party.
On 9 December the Party Tartly Cup will culminate in a Brooklyn-themed day event, featuring 70s-inspired DJ sets, flamingos, party shirts and sweet Bel Air creations. This will officially mark the launch of Bel Air Sour and the first-ever Party Tartly Cup winner will be crowned.
The winner receives an all-expenses trip to New York, with flights, accommodation, a Brooklyn Brewery tour, helicopter tour of New York city, and $4,000 cash. They also receive admission to New York’s premier bartender event – Bar Convent Brooklyn in June 2020.
Brooklyn’s Bel Air Sour began as a limited-edition brew, but rapidly became one of the Brewery’s fastest-growing core beers. Local sales figures (July 2019) show growth of over 500pc vs last year.
“With the local growth of sours also exploding we’re excited to launch Bel Air sour as a new permanent addition to the Brooklyn Brewery range in Australia,” says Kirsty Harding, Malt Shovel head of marketing.
“Bel Air is a beer that is big on refreshment and captures what it means to be ‘Party Tartly’ – to be open, curious, and ready for the unexpected … and what could be more unexpected than launching it with a cocktail competition.”
Lion and Malt Shovel advise the competition is invitation-only, via brand ambassador Miro Bellini.
Rooting for the Underdog
In celebration of many proud sporting moments and the recent anniversary of Australia’s come-from-behind victory in the 1983 America’s Cup, Hawke’s Brewing Co has launched a mid-strength pils punching above its weight: Hawke’s Underdog.
Few things sum up the Australian right to celebrate better than then Prime Minister Bob Hawke’s legendary quote “any boss who sacks anyone for not turning up today is a bum”, but potentially reducing post-celebration consequences and in recognition of the market trend, Underdog is 3.5 per cent ABV, with 30 IBU.
The soft-launch kickstarted a four-day pub tour with World #4 Big Buck Hunter WIll ‘Bang Bang’ Bromley challenging patrons on venues’ Big Buck Hunter machines, before he heads to Las Vegas for the World Championships this month.
Hawke’s Brewing was founded by Nathan Lennon and David Gibson in April 2017, with former Australian Prime Minister Bob Hawke the name, face and ambassador, but holding no ownership stake, instead electing his proceeds go in perpetuity to Landcare Australia projects around the country.
“We want to celebrate that fighting Aussie spirit with a beer that also punches above its weight,” says Lennon.
“And we think we have just that, with Justin Fox delivering a hoppy little pils that sits at a lower ABV yet still has the guts and flavour of a bigger beer.”
Brewer’s notes: A refreshing pils blend of juicy new era hops on the nose and palate that packs the hallmark crisp and light malt profile to satisfy any thirst.
