New session IPA represents shift from heritage beers to future innovation with the first
original recipe to be introduced in more than two decades
DETROIT, MI (May 3, 2018) —Stroh Brewery Co. is releasing a new beer called “Perseverance” that is brewed in the style of a Detroit Session IPA. It’s the first product launch for the company since reintroducing the iconic Stroh’s Bohemian-Style Pilsner in 2016. Perseverance IPA will be sold exclusively in Michigan, and a symbolic first pour will be held at 6 p.m. on May 9 at Brew Detroit. This free event is open to all who wish to celebrate the tradition of Stroh’s beer brewed in Detroit (must be 21+).
“The return to Detroit began with Bohemian two years ago, and Perseverance is the next vital step in our homecoming,” said Andy Gurjian, Stroh’s Brand Manager. “Perseverance IPA represents a shift from the reintroduction of historical beers to new formulations that will define the next great generation of Stroh’s brewing. Our renewed spirit of innovation is a direct reflection of the drive, resurgence and grit that is alive and well in Detroit.”
Stroh’s Perseverance IPA is a flavorful, hoppy session beer that satisfies IPA-lover’s needs, all with a moderate, 4.5% ABV. Perseverance IPA is brewed exclusively at Brew Detroit under direct supervision of Stroh’s Master Brewer, Greg Deuhs.
Detroit artist Kobie Solomon worked in collaboration with Stroh’s to design the brew’s label. “The Chimera” is an original illustration by Kobie, showcased as one of the largest graffiti wall murals in the state of Michigan at nearly 9,000-square feet.
Perseverance IPA has begun shipping to independent beverage retailers throughout Michigan. It will be available on draft and in 12 oz. bottles at select pubs beginning next week.
WHAT: First Pour: Stroh’s Perseverance IPA
WHERE: Brew Detroit
1401 Abbott Street
WHEN: Wednesday, May 9
6:00 – 10:00 p.m.
ABOUT THE STROH BREWERY COMPANY
In 1848, during the German Revolution, Bernhard Stroh, having apprenticed at his father’s side, immigrated to the United States. He established his own brewery in Detroit in 1850. Stroh originally named his new company Lion's Head Brewery, adopting the Lion's Crest logo from the Kyrburg Castle in Germany – the same crest that adorns Stroh beers today. Over the years, Stroh’s has become synonymous with the city of Detroit and strives to honor the creativity, determination, and hard work of its communities. In 2016, Stroh’s released its first new brew in decades, bringing back a treasured archival recipe for Stroh’s Bohemian Style Pilsner. Stroh’s is owned by Pabst Brewing Company, America’s largest independent brewer. For more information, visit StrohBeer.com/Perseverance.
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