Jack Daniel’s Barrel Tree Auction Aiding Service Members Live

Posted on December 14, 2021 by Joel Whitaker

The Jack Daniel’s Barrel Tree auction will be live through Dec. 21, giving fans of the brand an opportunity to give to Operation Ride Home. The program, which launched in 2011 by Jack Daniel’s and Armed Services YMCA (ASMYCA), sends junior enlisted service members home for the holidays.

Since 2011, Jack Daniel’s and Armed Services YMCA (ASYMCA) have helped more than 10,000 service members get home for the holidays through “Operation Ride Home.”

The Lynchburg, Tenn. distillery built its first 26-foot tall tree from 140 American white oak whiskey barrels in 2011 to bring holiday cheer to local residents. This year, replicas were constructed nationwide in Nashville, Tenn.; Lynchburg, Tenn., Tampa, Fla.; Miami, Fla.; Las Vegas, Nev.; Anaheim, Calif.; Los Angeles, Calif.; Washington D.C.; Cleveland, Ohio; Detroit, Mich.; and Milwaukee, Wis.

The top barrel of each will be auctioned to help junior-enlisted service members and families travel home from their place of military service, often for the first time since the beginning of the COVID-19 pandemic. Each charred oak barrel, which was entrusted to mature Jack Daniel’s Tennessee Whiskey only once, will be signed by Master Distiller Chris Fletcher and customized with laser engraving.

Since 2011, Jack Daniel’s and ASYMCA have helped send over 10,000 individual service members and their families home – including this year’s travelers – while raising more than $2 million in donations. Men and women from the Army, Marine Corps, Navy, Air Force, and Coast Guard have been assisted with travel to all 50 states.

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Alternate Ending Beer Licenses Bored Ape Yacht Club NFT for Cans

Posted on December 14, 2021 by Joel Whitaker

Alternate Ending Beer Co., Aberdeen, N.J., released a beer can with a licensed Bored Ape Yacht Club NFT. Licensing a Bored Ape Yacht Club NFT for a limited-edition beer can label was the brainchild of Evan Hecht (aka @nftsniperbot) and Ross Cohen, co-founder of Lifetime Value Company, who presented the idea to Alternate Ending Beer Co.’s Scott Novick, and Alexis Castellano.

Hecht and Cohen, both active in the NFT community, licensed Bored Ape #3500 exclusively to Alternate Ending Beer Co. Alternate Ending Beer Co. worked with John Turner, of award-winning branding agency BoysBurnsBarn, and new artist Alex V. to weave the Bored Ape NFT into its own unique can design inspired by street art. Featuring the Bored Ape being spoon-fed peas on the label, the aptly named “Drink Your Peas” beer is a grisette made with malted peas, a first in the United States.

“We look at our beer cans as not just a can but as a canvas for amazing art, and a vessel for the love that we put into our beer,” Novick said. “Featuring the Bored Ape NFT on the can is just the next iteration of that!”

The new grisette is made with malted peas provided by local distillery 3BR. Already a romantic style from old-world Belgium, this delicate farmhouse beer is usually light and dry, but the malted peas balanced out that dryness with a touch of sweetness.

The company is releasing a limited number of 4-packs to the public. In addition to beer cans, there will be limited-edition hand-numbered posters featuring the Bored Ape NFT, as well as a select number of beer glasses with the Bored Ape NFT sometime around Christmas.

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Miller Lite, J Balvin Encourage Fans to Buy Early for New Year’s Eve

Posted on December 14, 2021 by Joel Whitaker

Instead of shopping on New Year’s Eve, fans 21 and older in eligible states can snag beer on Miller Lite and J Balvin via a rebate program Dec. 26-30. Consumers can load up on their beer purchases before the holidays and claim their beer rebate by visiting MillerLite.com/NYE and uploading a receipt from the purchase of a 6-pack. Traditionally, shoppers head out to grab beer last minute before holiday celebrations, leaving the days in between a prime time to snag your beer without rushed trips and long lines in local businesses.

The Closed for Miller Time program is part of Miller Lite and J Balvin’s partnership, which was announced earlier this year. To announce the partnership, the pair surprised fans by taking over a traditional bodega and immersed unsuspecting shoppers into J Balvin’s version of Miller Time – spending time with his close friends and family.

To continue the support of a cause very close to the duo, Miller Lite will donate $50K to the Accion Opportunity Fund, a total of $100K to date through the partnership with J Balvin. The nonprofit provides affordable capital, educational resources, coaching, and networks to small business owners and advances racial, gender, and economic justice for all.

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Crown Royal Intros Newest Whisky Blend Aged 18 Years

Posted on December 14, 2021 by Joel Whitaker

Crown Royal is calling its newest version — Crown Royal Aged 18 Years — its “most luxurious blend yet.” In honor of the release, Crown Royal commissioned celebrity grillz maker Scotty ATL, to create four exclusive grillz sets using the liquid variant as the inspiration, in a first of its kind collaboration to celebrate new royalty and redefines luxury in the Atlanta community.

Crown Royal Aged 18 Years has layers of intensity that are both surprising and delightful. Enticing notes of vanilla and stone fruit greet the nose, followed by the velvety body of light oak tempered by caramel spice. Delicate notes of nougat linger in the full-bodied finish. These layers, like the grillz art form, offer rare luxury that surprise and excite the person experiencing it.

In the creation of the grillz Scotty collaborated with a mentor and legend in his own right, Eddie Plein, “the Originator and Godfather of Grillz.” Through Plein’s continued mentorship in this unique jewelry art form Scotty was able to create extra rare grillz sets that are made with rare VVS diamonds, opals, and 1-of-1 engraved arrows, nodding to Crown 18 Year Old’s bottle design. The foundation of the grillz is made from Super Gold, a term coined by Scotty to describe the highest karat of gold he uses for his most luxurious grillz sets.

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Yakima Chief Hops Moves to Reduce Carbon Footprint

Posted on December 14, 2021 by Joel Whitaker

Yakima Chief Hops (YCH), a 100% grower-owned hop supplier for the brewing industry, has completed the installment of a CO2 recovery system within their extract production facility to reduce their environmental impact.

One of the products that YCH offers is CO2 Hop Extract, produced using a supercritical CO2 process which extracts soft resins and essential oils contained in hops. The extraction process, however, requires large volumes of CO2.

Collaborating with breweries that use CO2 recovery systems, YCH worked to discover how it would translate into the complex extraction process. They partnered with ICC and Hypro to engineer, design and implement a customized system. This required months of troubleshooting and working with engineers to improve efficiency. YCH is now able to recover, clean and reuse much of the CO2 used to produce hop extract.

“Currently we are capturing more than five metric tons a day of CO2 and redirecting the CO2 liquid back into our extraction system for further use,” said Levi Wyatt, YCH’s Social Corporate Responsibility Coordinator. “This reduces the amount of CO2 emissions from our extract facility by greater than 50%.”

This not only reduces YCH’s greenhouse gas emissions, but also reduces operational expenses, as they now purchase less CO2 from an outside supplier. YCH continues to work towards decreasing their dependence on natural resources and finding new ways to do their part in preserving the planet.

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SGWS Orders 10 Electric Delivery Trucks

Posted on December 14, 2021 by Joel Whitaker

Suthern Glazer’s Wine & Spirits said it ordered 10 Xos electric delivery trucks.  The trucks will be added to SGWS’s fleet in the Dallas/Fort Worth market in the second half of 2022.

This is the first major incorporation of electric vehicles into the Southern Glazer’s fleet, following the success of a recent pilot program testing the use of two electric transit vehicles in the company’s Arizona fleet. Southern Glazer’s received a Sustainable Options/Corporate Sustainability award for that program. The award was presented by Valley Metro, the public transportation agency that provides transit services throughout the region.

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