New MD Craft Beer, “Wedding Alt,” Created For Weddings

By sgrove May 4, 2012

FREDERICK, MD – Craft beer will be taking the proverbial walk down the aisle beginning May 10 with the release of “Wedding Alt,” created by Brewer’s Alley. The national and international award-winning Frederick, MD based brewer is expanding the line of seasonal beers it will bottle and retail in Maryland stores, beginning with a beer that was specifically created for the wedding industry.

 

Phil Bowers, owner of Brewer’s Alley and more recently, Monocacy Brewing Company, says that craft beer is becoming increasingly popular at wedding receptions. “Couples are seeking out craft beers for their receptions and rehearsal dinners as a way of making their event more unique,” he says. “We’re hoping they’ll tie the knot with “Wedding Alt”.”

 

However, with regard to the “Wedding Alt,” it seems that “love” and not market strategy inspired the beer’s creation. Tom Flores, brewmaster at Brewer’s Alley and Monocacy Brewing Company, says he developed the beer recipe in 1999 to serve at his own wedding reception. “I wanted to create a beer that would have an interesting variety of flavors,” said Flores. Ultimately, he decided on an “altbier style” – or the old, traditional approach to brewing beer – originating from Düsseldorf, Germany. “While complex in terms of its ingredients, it is nonetheless very easy to drink.”

 

The result, says Flores, was a crisp and refreshing beer with floral and spicy hop bouquet that would pair well with virtually any menu item. “Wedding Alt” was such a hit among wedding guests and later by Brewer’s Alley brewpub patrons that Flores started brewing it as a seasonal beer.

 

“Wedding Alt” is distinguished by eye-catching packaging. The striking teal blue and gold carrier features the partial illustration of a bride whose face is unseen. “We thought the idea seemed fun and would appeal to women as well as men,” said Bowers.

 

Giving the beer even more “reception appeal,” he says, is the fact that the bottles can be customized with the bride and groom’s names. Couples can order handsomely designed, low cost labels to personalize the bottles. Information about the customized labels can be found on the Brewer’s Alley website.

 

Bowers says that “Wedding Alt” will be the first of a new line of craft beers Brewer’s Alley will bottle. “Since we opened the brewpub in 1996, we’ve made many seasonal beers that have become perennial favorites. We want to share them with our many customers living throughout the state.”

 

“Wedding Alt” will join Brewer’s Alley’s “India Pale Ale,” “Kölsch,” “Pilsner,” and “1634 Ale” in Maryland spirit shops beginning May 10. Brewer’s Alley beer is  distributed by Republic National Distributing Co. For more information, visit brewers-alley.com or facebook.com/WeddingAlt call 301-631-0089.

Contact Info

Company: Brewer's Alley
Contact: Scott Grove
E-mail: sgrove@grovepr.com