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.
