Chico, CA
—
April 26
,
201
6
—
Sierra Nevada is pleased to announce Bamberg, Germany’s
Mahrs Bräu as their brewing partner for this year’s Oktoberfest seasonal beer. Released each
fall, Sierra Nevada’s Oktoberfest collaborative seasonal will feature a different
German brewery
every year. The partnership blends centuries of brewing tradition with modern spirit, giving craft
drinkers the ultimate Oktoberfest, a festival beer unlike any they’ve experienced in the US.
Last fall, Sierra Nevada’s owners, Ken
Grossman
and Brian Grossman, travelled to
Upper
Franconia, a Northern Bavarian region in Germany
,
to meet with the venerable brewers and
found plenty of common ground with the Mahrs
Bräu
team.
“
We’re impressed by
their
com
mitment to quality
, as well as their inventive spirit and eye toward
creative & interesting
beers,” s
aid Brian Grossman.
Like Sierra Nevada, Mahrs
Bräu
is a privately
-
held, family
-
owned brewery. Founded in 1670,
Mahrs
Bräu
is now owned by the Michel family and run by
Stephan
Michel
who represents the
fourth generation
of the family. Mahrs
Bräu
is highly regarded for their traditionally styled lagers,
but also for their technical precision and willingne
ss to experiment. In 2007, Mahrs
Bräu
was
named the “Best Brewery in the World” by Men’s Journal magazine. In 2010
,
Mahrs was
awarded the gold medal at the European Beer Star awards for their “Festtags Weisse” beer and
in the same year,
then
owner Ingmar Michel
was awarded the prestigious “Bayerischen
Bierordens” medal for brewing excellence. Mahrs
Bräu
also has a commitment to environmental
responsibility & participates in the strict Bavarian Environmental Pact. 
“
We’re
excited to be working together with Ma
hrs
Bräu
,” said Ken Grossman, “We have so
much in common with them in the way we approach brewing, & the way we run our
businesses. We’re both independent, family
-
owned breweries with a respect for tradition, yet
we’re not handcuffed by it. We’re not afr
aid to innovate and to change things up. We both care
deeply about the environment, and work to make our respective beers with a mindful eye on
how that impacts the world around us.”
The
Sierra Nevada &
Mahrs
Bräu
collaboration Oktoberfest will
hit ret
ail shelves in August
.
The beer will be a traditional festival lager featuring the nearly forgotten
“Record” hop varietal
&
lean heavily on the rich and layered malt complexity found in the best authentic festival
beers.
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