Partnership to see HBB Beers, including flagship brand, MMMHops Pale Ale, available in new markets across the country
HANSON BROTHERS BEER CO. (HBB), the award-winning craft beer founded by the 3x GRAMMY® Award-nominated, Multi-Platinum pop-rock trio HANSON, is joining forces with award-winning craft brewer DESTIHL® Brewery to bring HBB beers to new markets across the country in conjunction with HANSON’s upcoming Underneath: Experience Tour. The long-awaited partnership will see DESTIHL brewing and distributing HBB beers, bringing established beers like the band’s flagship Mmmhops Pale Ale to new markets for the first time, and developing collaborative brands and new styles. HBB and DESTIHL will unveil their first collaboration, Pink Moonlight Hazy Peach IPA, on Saturday, June 15, at this weekend’s Boulevardia in Kansas City, MO, a unique beer, food, and music festival featuring HANSON on Friday, July 14.
Limited batch of Pink Moonlight also due at select craft beer establishments in Oklahoma and Illinois on June 21
“We love the craft beer community and are incredibly proud of the budding collaboration with our friends at DESTIHL,” says HANSON’s Taylor Hanson. “We can’t think of a better way to share this new chapter in our breweries’ history than a beer and music festival like Boulevardia.”
“We are very excited about this Beer + Music partnership between DESTIHL and HBB,” says DESTIHL Founder & CEO Matt Potts, “which has culminated after our long friendship, conversations, and prior collaborations with the Hanson brothers. We look forward to brewing awesome beers with each other and putting them out on tour with HANSON around the country.”
The partnership between HANSON and DESTIHL has been brewing for nearly a decade following Taylor Hanson and Matt Potts’s first meeting at Denver, CO’s annual Great American Beer Festival. Sparked by a mutual love of craft beer and music, the two entrepreneurs began sharing creative ideas around the parallels between the craft beer business and independent record labels like HANSON’s 3CG Records, founded by the band in 2004.
A Hazy IPA infused with Peach, Pink Moonlight Hazy Peach IPA boasts the delicate interplay of subtle hop bitterness balanced harmoniously by the sweetness of the fruit. Along with this weekend’s Boulevardia debut, a limited batch of Pink Moonlight Hazy Peach IPA will be available before its wider fall distribution beginning June 21 at select craft beer establishments in HANSON’s home state of Oklahoma and DESTIHL’s own Illinois.
Pink Moonlight Hazy Peach IPA was inspired in part by “Penny & Me (Moonlight Version),” the first single from HANSON’s upcoming Underneath: Complete, an expanded deluxe edition celebrating the landmark 20th-anniversary celebration of their third album and independent debut, Underneath, arriving via 3CG Records on Friday, October 4. Pre-orders are available now. A newly recorded take on the album’s beloved hit single “Penny & Me (Moonlight Version)” is joined by an official music video featuring a cameo from the new Pink Moonlight Hazy Peach IPA, streaming now on YouTube. The HBB/DESTIHL partnership will further be showcased on HANSON’s eagerly awaited Underneath: Experience Tour, a very special North American headline tour getting underway October 3-4 at Minneapolis, MN’s The Fillmore and then continuing through a pair of shows at Los Angeles, CA’s The Belasco on November 10-11. General on-sales begin today, Friday, June 14, at 10 am local. For complete details, visit hanson.net.
ABOUT HANSON BROTHERS BEER CO. (HBB):
HANSON BROTHERS BEER is a craft beer business founded by brothers best known for 25 years in music as the band HANSON. Since 2013, craft beer outfits have been sharing award-winning styles at the crossroads of their passion for music, community, and craft beer, further personified by the Hop Jam Beer and Music Festival, which they founded in 2014. Their motto is simple: Beer + Music = Awesome. For more information, please visit www.hansonbrothersbeer.com.
ABOUT DESTIHL® BREWERY:
An independent craft brewery and hospitality company established in Normal, IL 2007, DESTIHL Brewery combines centuries-old, global brewing traditions and new American craft brewing ingenuity and artisanship to produce various beers for every palate. Best known for its Gold Medal Award-winning Wild Sour Series beers and Hazy IPAs, DESTIHL uses high-quality ingredients, including contracted base and specialty malts, hand-selected hops, high-grade yeast strains, and their own house cultures. The result is a diverse offering of intensely flavorful beers that are anything but bland. For more information, please visit destihl.com.
ABOUT HANSON:
HANSON are a Multi-Platinum, 3x GRAMMY® Award-nominated pop-rock trio with #1 and Top 40 singles and albums in more than 25 countries, amassing worldwide sales of over 16 million units, with nine studio albums, two Christmas albums, five live projects, and more. The band has cultivated a loyal global fanbase, performing sold-out tours to millions of fans worldwide. Since 2013, HANSON BROTHERS BEER has shared award-winning styles at the crossroads of the band’s passion for music, community, and craft beer, further personified by the Hop Jam Beer and Music Festival, which they founded in 2014. An array of eagerly awaited events, including international dates and festival performances, are slated through 2024. For complete details, please visit hanson.net.
HANSON – UNDERNEATH: EXPERIENCE TOUR 2024
OCTOBER
Oct. 3 – The Fillmore Minneapolis – Minneapolis, MN
Oct. 4. – The Fillmore Minneapolis – Minneapolis, MN
Oct. 6 – House of Blues – Chicago, IL
Oct. 7 – House of Blues – Chicago, IL
Oct. 8 – Royal Oak Music Theatre – Detroit, MI
Oct. 9 – Royal Oak Music Theatre – Detroit, MI
Oct. 11 – Rams Head Live – Baltimore, MD
Oct. 12 – Rams Head Live – Baltimore, MD
Oct. 13 – The Danforth Music Hall – Toronto, ON
Oct. 14 – The Danforth Music Hall – Toronto, ON
Oct. 16 – Palladium Times Square – New York, NY
Oct. 17 – Palladium Times Square – New York, NY
Oct. 18 – Roxian Theatre – Pittsburgh, PA
Oct. 19 – Roxian Theatre – Pittsburgh, PA
Oct. 22 – Buckhead Theatre – Atlanta, GA
Oct. 23 – Buckhead Theatre – Atlanta, GA
Oct. 30 – Cannery Hall – Nashville, TN
Oct. 31 – Cannery Hall – Nashville, TN
Nov. 2 – Emo’s Austin – Austin, TX
Nov. 3 – Emo’s Austin – Austin, TX
Nov. 6 – House of Blues – San Diego, CA
Nov. 7 – House of Blues – San Diego, CA
Nov. 10 – The Belasco – Los Angeles, CA
Nov. 11 – The Belasco – Los Angeles, CA
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Source: Press Release
