Brewery Ommegang to Host First Ever Pop-Up Growler Store in SoHo From April 13-19
By Niko Krommydas| April 9, 2015
The temporary storefront will sell commemorative vessels meant to be filled with the brewery's first American IPA.
As an American brewery dedicated solely to exploring Belgian beer styles — a complex universe, to say the least— Ommegang has operated with an agenda different than most U.S. beermakers since opening in Cooperstown, NY in 1997. Although Ommegang may have slayed the three dragons of Daenerys Targaryen, it has never brewed an American IPA — the definitive fuel of the hops-driven craft-beer industry — in their nearly twenty years of existence. That's crazy! Amurrica loves hops!
This will change on April 20 with Ommegang's launch of Nirvana: its first IPA featuring all American hop varieties. Preceding its tri-state area-only unveiling, Ommegang will preview the beer with a weeklong pop-up shop (a first in the craft beer world) in SoHo at 40 Wooster Street.
A follower in the fleeting footsteps of Kanye West and the Girl Scouts (though not in offering Confederate Flag-embroidered jackets or Tagalongs), Ommegang will erect "The Growler Store" from April 13—19. The temporary storefront will sell commemorative vessels meant to be filled with Nirvana IPA at eight retail locations during the same timeframe. The shop will also "SoHost" two private tasting events for the first 300 people to purchase growlers (signed by Ommegang's brewmaster, Phil Leinhart) at IFoundNirvana.com.
Here's what you need to know about the beer and pop-up according to a couple press releases:
Nirvana IPA is hopped with Bravo, Simcoe, Centennial, Topaz, and Mosaic, dry-hopped with Centennial, Citra, Simcoe and Amarillo and clocks in at 6.5% ABV and 60 IBUs. The flavor is hoppy, juicy and citrusy goodness — without harsh bitterness.
Over the past two years, our brew team's explorations with hops yielded some very lovely beers, including Hop House and Fleur de Houblon, our summer seasonal," said Phil Leinhart, Ommegang brewmaster. "Nirvana IPA is the most adventurous hoppy beer to date for us and it really strikes at the sweet-spot of what more and more craft beer drinkers seem to be craving — a mid-level ABV beer with strong hop character that fits a variety of occasions."
Ommegang innovation manager Mike McManus believes the aroma of Nirvana IPA will be highly captivating and the initial seductive element of the new beer. "The grapefruit, peach, pineapple and apricot aromas are mouth-watering," says McManus. "The taste is a big citrus smack, rounded and juicy with tropical and floral notes and just a touch of honey malt sweetness.
Nirvana IPA is also the first Ommegang beer that will be produced at sister-brewery Boulevard in Kansas City, MO. McManus developed the beer in Cooperstown before collaborating on its production with the Boulevard brewing team. Boulevard's dry-hopping capabilities and rich, hop-forward beer experience together with its automated ability to produce six-packs (which Ommegang currently cannot) made it a good fit for this particular new beer venture.
About "The Growler Store" located at 40 Wooster St.
Monday, 4/13: 12:00 p.m. — 5:00 p.m.
Tuesday, 4/14: 12:00 p.m. — 5:00 p.m.
Wednesday, 4/15: 12:00 p.m. — 8:00 p.m.
Thursday, 4/16: 12:00 p.m. — 5:00 p.m.
Friday, 4/17: 12:00 p.m. — 5:00 p.m.
Saturday, 4/18: 12:00 p.m. — 8:00 p.m.
Sunday, 4/19: 12:00 p.m. — 8:00 p.m.
Pre-Launch Retailers for Nirvana IPA
Astoria Bier & Cheese 34-14 Broadway, Queens
Astoria Bier & Cheese 35-11 Ditmars Boulevard, Queens
Beer Boutique 497 Union Avenue, Brooklyn
The Bronx Beer Hall 2344 Arthur Avenue, Bronx
City Swiggers 320 East 86th Street, Manhattan
Good Beer 422 East 9th Street, Manhattan
Whole Foods Market 214 3rd Street, Brooklyn
Whole Foods Market 95 East Houston Street, Manhattan
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