The Brewery at Hershey will debut “ImPeach the King” – a pumpkin peach ale – this Saturday at third anniversary party
During the third quarter of the Super Bowl, Budweiser – the King of Big Beer – aired a $9 million commercial deriding craft beer enthusiasts and “fussed over” flavor combinations like pumpkin peach ale. (The exact wording was: “Let them sip their pumpkin peach ale.”)
In the following days, Budweiser’s VP of Marketing Brian Perkins has defended the ad, claiming it was definitely not “an attack on craft beer” – a bold claim given the ad’s use of phrases like “Brewed for drinking, not dissecting.” Ironically, Elysian Brewing Company, which was recently bought by Anheuser-Busch, makes a pumpkin peach beer – Gourdgia On My Mind Pecan Peach Pumpkin Amber.
To say that the ad didn’t sit well with the craft community is something of an understatement. Recently, local craft brewers took a public stance against AB’s “Brewed the Hard Way” spot, including Ryan DeLutis, brewmaster at the Brewery at Hershey, who took to Twitter, promising to begin brewing a new pumpkin peach ale.
Here’s what DeLutis was saying during the game:
— Ryan D. (@TBAH_Ryan) February 2, 2015
— Brewery at Hershey (@BreweryHershey) February 2, 2015
The Saturday, the Brewery at Hershey will feature a small batch preview of its new “ImPeach the King” pumpkin peach ale during the brewery’s third birthday bash. The celebration also includes appearances by Rep. David Hickernell and representatives of the PA Preffered Program, as well as live music by Jazz Me from 1-4 p.m., local food and the release of the Vineyard at Hershey’s 2014 Moscato. The brewery also announced plans for a special “big reveal” that will take place during the pre-party press conference.
— Brewery at Hershey (@BreweryHershey) February 4, 2015
What do you think about Budweiser’s ad? A declaration of war on craft beer?