(Jackson Hole, WY) – Wyoming’s Melvin Brewing of Pure Madness Group is excited to announce the release of Jackson Hole Lager (4.2% ABV), launching just in time for ski season at the iconic Jackson Hole Mountain Resort (JHMR).
A smooth, refreshing lager packed with subtle flavors of malted barley and complemented with a touch of hops to enliven the palate, Jackson Hole Lager is crafted to be the ultimate refresher after an epic day on the slopes. Unlike Melvin’s signature IPA styles, Jackson Hole Lager is brewed with a bit of corn and rice, providing a dry, light body that accentuates its effervescence.
Notes Pure Madness Brewmaster Max Shafer, “This beer just completely melts off your palate, a true refresher that’s not going to weigh anyone down during aprés. It was one of our more challenging brews to accomplish – without any hops or fruit, it had to be very technically sound. We are proud of the results and so excited for it to make its way on-mountain.”
Debuting during the resort’s opening weekend, the beer will be available on draft across JHMR – including Rendezvous Lodge, RPK3 and by the can at the General Store, across Jackson and beyond. Looking ahead, expect to find Jackson Hole Lager at any airport offering a direct flight into Jackson Hole.
“With our identity planted firmly in Jackson, it’s an honor and a pleasure to brew something special for our friends at Jackson Hole Mountain Resort. I’ve been skiing this mountain for 30 years and had my fair share of aprés beers in its beautiful surrounds. There’s nothing quite like it and I’m so excited to bring this feeling – and the perfect beer for the occasion – into the hands of skiers, hikers and outdoor revelers in our beautiful corner of the Tetons.”
The beer’s can art features a design by Melvin house artist Kelly Halpin – an avid snowboarder herself – depicting JHMR’s beautiful mountain landscape from winter through wildflower season and paying tribute to the iconic big red tram synonymous with the resort.
“We’re thrilled that visitors to Jackson Hole Mountain Resort will have the chance to sit back and enjoy the new Jackson Hole Lager throughout the Resort this winter,” said Andrew Way, Vice President Marketing at JHMR. “We share strong Wyoming roots with our friends at Melvin Brewing. We have enjoyed their beers over the years, and they’ve experienced what a perfect day on the mountain feels like. It’s a wonderful match for us.”
Stay tuned for Jackson Hole Lager popping up in additional retailers and states in the near future. To locate Melvin Beer near you, visit the Melvin Beer Finder.
About Melvin Brewing | www.melvinbrewing.com
Melvin Brewing was born in the back of a Thai restaurant in 2009, with a 3-barrel system, a hip-hop soundtrack, and dreams of global domination. Riding the success of revolutionary beers like 2×4 and Ch-Ch-Ch-Cherry Bomb, Melvin went on to become one of the most awarded breweries in the country. After winning Small Brewpub of the Year at GABF in 2015, the brewery moved into its new digs at the Mothership in Alpine, cranking out exponentially more brews fit to match the spectacular surrounding views. Embracing the chaos and riding the wave, Melvin continues to take its world-class suds on a worldwide tour, creating unforgettable experiences along the way, living under the mantra – “If Your Beer Is Not Madness, It’s Not Beer.”
Jackson Hole, WY’s Roadhouse Brewing Co’s completed its acquisition of Alpine, Wyoming’s Melvin Brewing last year, founding Pure Madness Brewery Group. The two breweries continue to operate as separate entities, and rank among the top-100 Craft Breweries in the United States.
About Jackson Hole Mountain Resort | https://www.jacksonhole.com/
Jackson Hole Mountain Resort (JHMR) located in Teton Village, Wyoming, is a values-led, family owned, iconic mountain destination with a purpose of enriching the lives of its guests, employees, and community through premium, authentic, and memorable big mountain experiences only found in the Tetons. Jackson Hole famously delivers the finest powder snow with 4,139 of continuous vertical feet of legendary terrain and 2,500 acres of the best beginner, intermediate and expert terrain. Neighboring celebrated Grand Teton and Yellowstone National Parks, and operating in the Bridger-Teton National Forest, makes Jackson Hole an exceptional and unique global destination. With an enduring commitment to the surrounding landscape, wildlife and authentic community character, Jackson Hole Mountain Resort strives to live by its values by reducing environmental impact and in doing so runs 100% of its operations on Green Power.
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