Homebrew Competition Expands Nationally and Challenges Staff at Beer
Establishments Across Canada to Develop Their Own Beer
TORONTO, Sept. 17, 2012 /CNW/ - Samuel Adams is proud to announce the
return and national expansion of Samley Cup, a homebrew competition
launched regionally last year to challenge local bar and restaurant
staff to homebrew a quality beer worthy of carrying the Samuel Adams
name. Based on the success of the first annual competition, Samley Cup
is now open to staff at participating establishments throughout Canada.
Last year's winning "Blueberry Tawn Ale" was brewed by a team at Bier
Markt Esplanade in Toronto using a variety of malt varieties, Hallertau
hops, brown sugar, and fresh Ontario blueberries, yielding a complex
and flavorful beer that impressed the judges.
Samuel Adams has long been a champion of homebrewing. In fact, twenty
eight years ago, Jim Koch, founder and brewer of Samuel Adams, brewed
the first batch of Samuel Adams Boston Lager® in his kitchen and that
first brew went on to help start the craft beer revolution. Over the
years, Jim has helped other aspiring homebrewers realize their brewing
dreams through homebrew contests like Samley Cup and Samuel Adams
LongShot American Homebrew Contest.
"Since brewing the first batch of Samuel Adams Boston Lager in my
kitchen 28 years ago, I've continued to explore interesting ingredients
and different brewing techniques to create really interesting beers,"
said Jim Koch. "Samley Cup encourages participants, who are serving and
cooking with beer every day, to rethink the possibilities of what beer
can be and empowers them to create their own one-of-a-kind brew."
A panel of industry judges including Dean Gianocostas, brewer at Samuel
Adams, Jordan St. John, beer blogger and national beer columnist for
Sun Media, Crystal Luxmore, beer columnist for The Grid, Mirella Amato,
beer writer, educator and founder of Beerology, and Cass Enright,
president and writer for The Bar Towel, will help select this year's
Each beer in consideration for the Samley Cup will be carefully
evaluated on the aroma, appearance, flavour, mouthfeel and overall
impression according to specific homebrewing guidelines. In addition to
taking home the coveted Samley Cup, the winning team will receive a
trip to Boston to tour the famous Samuel Adams Brewery. Awards will
also be given for Best Name and Best Packaging and those winners will
receive a bottle of limited edition Samuel Adams Utopias. All winners
are invited to an exclusive Samuel Adams beer dinner to take place
after the awards ceremony.
While judging has been underway regionally for weeks, craft beer fans
are invited to attend the final competition which will be held at 7:00
pm on September 17 at the Bier Markt Esplanade in Toronto.
ABOUT THE BOSTON BEER COMPANY:
The Boston Beer Company began in 1984 with a generations-old family
recipe that Founder and Brewer Jim Koch uncovered in his father's
attic. Inspired and unafraid to challenge conventional thinking about
beer, Jim brought the recipe to life in his kitchen. Pleased with the
results of his work, Jim decided to sample his beer with bars in Boston
in the hopes that drinkers would appreciate the complex, full-flavored
beer he brewed fresh in America. That beer was aptly named Samuel
Adams Boston Lager®, in recognition of one of our nation's great
founding fathers, a man of independent mind and spirit. Little did Jim
know at the time, Samuel Adams Boston Lager soon became a catalyst of
the American craft beer revolution.
Today, The Boston Beer Company brews more than 50 styles of beer. It
relentlessly pursues the development of new styles and the perfection
of classic beers by searching the world for the finest ingredients.
Using the traditional four vessel brewing process, the Company often
takes extra steps like dry-hopping, barrel-aging and a secondary
fermentation known as krausening. The Company has also pioneered
another revolution, the 'extreme beer' movement, where it seeks to
challenge drinker's perceptions of what beer can be. The Boston Beer
Company has been committed to elevating the image of American craft
beer by entering festivals and competitions around the globe, and in
the past five years has won more awards in international beer
competitions than any other brewery in the world. As an independent
company, brewing quality beer remains its single focus. Although Samuel
Adams beer is America's largest-selling craft beer, it accounts for
only one percent of the U.S. beer market. The Boston Beer Company will
continue its independently-minded quest to brew great beer and to
advocate for the growth of craft beer across America. For more
information, please visit www.samueladams.com.
ABOUT MOOSEHEAD BREWERIES
Moosehead Breweries is a Canadian leader in beer sales and marketing,
representing a diverse portfolio including Moosehead, Cracked Canoe,
Samuel Adams, Tennent's, Magners Cider, Paulaner, Twisted Tea and Hop
City Brewing Co. In the United States, Moosehead Breweries distributes
its flagship lager, along with Hop City's Barking Squirrel Lager. For
more information on Moosehead Breweries, visit www.moosehead.ca.
SOURCE: Moosehead Breweries Limited
For further information:
on Samuel Adams in Canada, please contact:
elevator communications inc.
Geoff Vokes x.233 or Alexandra Sockett x.228