Popular Amusement Park Sells Local Craft Beer
SANTA CRUZ, CA (May 29, 2013) – The Santa Cruz Beach Boardwalk and Santa Cruz Mountain Brewing unveiled a new Boardwalk beer for the 2013 season. “Casinos IPA” is the result of a unique collaboration between the two Santa Cruz companies. The Boardwalk worked with Mountain Brewing to create the Boardwalk beer and will now sell it though the Boardwalk’s various food concessions.
The Santa Cruz Beach Boardwalk, a classic seaside amusement park is a California Historic Landmark, and bustling tourist attraction. The privately owned Boardwalk receives over 3 million visitors per year.
Casinos IPA marks the first time a local beer will be sold in cans at Boardwalk restaurants. The beer will also be available at Mountain Brewing’s taproom on the Westside of Santa Cruz, and through other retail outlets in both traditional bottles and cans.
“We got to know Santa Cruz Mountain Brewing through our annual Clam Chowder Cook-Off,” said Boardwalk vice president Marq Lipton. “They participated for a few years, and we really appreciated their creativity and community spirit.”
The name of the beer comes from the original name of the Boardwalk’s 1907 event facility, now called the Cocoanut Grove. (The word “casino” was once used for grand entertainment facilities, not necessarily related to gambling. The Boardwalk’s Casino Arcade still retains the name.) “Casinos” is also the name of a rare surf break in front of the Boardwalk.
Casino’s IPA is a “British style India Pale Ale with a blend of Organic Fuggle, Kent Goldings, and Magnum hops creating a classic, well-balanced, malty beer,” according to Emily Thomas, Mountain Brewing’s owner and brewer.
A collaboration with Mountain Brewing won the Boardwalk a Brass Ring Award for “Best New Menu Item” at the International Association of Amusement Parks and Attractions Expo (IAAPA) in 2012. “The idea to work closely with a local micro brewery to produce a custom beer is fairly new to the amusement industry,” said Marq Lipton vice president of marketing and sales at the Boardwalk. “Our idea was very well received.”
The relationship between the Santa Cruz Beach Boardwalk and Santa Cruz Mountain Brewing started in 2011 with Horse Tale Ale in honor of the Looff Carousel’s 100th anniversary, followed by Boardwalk Blonde in 2012. Both earlier beer labels also featured a vintage Boardwalk image and some history. Both beers were only available in bottles, and sold at only one Boardwalk location, Surf City Grill.
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Company: Santa Cruz Beach Boardwalk & Santa Cruz Mountain Brewing
Contact: B. Fuller