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GETTING CRAFTY

Check out these craft beer initiatives under Covid-19

Despite reports of surging alcohol sales, the craft beer industry has suffered from a loss of revenue due to closed taprooms, complicated local alcohol delivery regulations, and drastically-reduced inventory sales through bars and restaurants. But the spirit of the craft beer industry is deeply adaptable, and some breweries are trialling new product launches and marketing approaches to keep patrons engaged and excited nonetheless.

FERMENT BREWING CO.

Oregon-based Ferment Brewing Co. launched a quarterly line of 16 oz. cans so imbibers can enjoy their favorite craft beers “in [their] pajamas cutting [their] own hair.” The brewer plans on releasing two different labels each quarter: a Top Ferment, which features seasonal and experimental ales, and a Bottom Ferment, subtler lagers brewed with locally-sourced water from Mount Hood. The first craft beers released in the series were a Top Ferment Bright West IPA and Bottom Ferment Kelleidoscope kellerbier, packaged in cans featuring illustrations from local Hood River artist Eric Pollard.

CRAFT’D

Boston-based craft beer events and marketing company Craft’d is bolstering the craft beer community with its Virtual Beers With The Brewers event series. Conducted via livestream, the events bring beer tastings from an assortment of breweries right to the attendee’s screen, giving participants the chance to learn more about new craft breweries in an interactive way. Every stream features a Q&A session on the brewery’s backstory and a tasting of its taproom beers, which are announced ahead of time so viewers can purchase the brews and sip along. Craft’d has hosted 30 brewery livestreams to date, and plans to keep streaming such events through its Instagram until taprooms can fully and safely reopen.

NEW HOLLAND BREWING CO.

New Holland Brewing Co. celebrated the triumphant return of its Dragon’s Milk Triple Mash with a virtual “Day of the Dragon,” the brewery’s first ever online beer release. The decadent imperial stout ages for an entire year in the brewery's oak bourbon barrels, making its annual release a highly anticipated event. New Holland’s virtual release permitted customers to purchase a 4-pack of the beer for $24.99, but capped purchases at two cases max. Those who got their hands on this brew got to enjoy both its layers of chocolate, coffee and vanilla, and a good buzz, for this Triple Mash has a 17% ABV.