CHIPPEWA FALLS, Wis. -- Jacob Leinenkugel Brewing Co. is expanding beyond regional distribution to several new markets. Beginning early this month, the 139-year old brewer, a subsidiary of Miller Brewing Co., is rolling out its new wheat brew, Leinenkugel's Sunset Wheat, in Atlanta, Austin, Dallas/Fort Worth, Philadelphia and Tampa/Jacksonville.
Leinenkugel's anticipates Leinenkugel's Sunset Wheat, launched in Spring 2006, will appeal to a broad audience [image-nocss] of both male and female consumers.
We are inundated daily with inquiries about bringing Leinenkugel's beer beyond the Midwest and are excited about the opportunity to introduce our versatile, quality beers to new audiences, said Jake Leinenkugel, fifth-generation brewer and company president. While we may be expanding, we will not lose sight of the markets that have supported our brand and have been instrumental in growing our business.
The demand for craft beers continues to fuel the beer category's resurgence and wheat beers have been especially instrumental in driving this growth. The success of Leinenkugel's Sunset Wheat has exceeded our expectations in terms of consumer response so we've decided to introduce it in new markets. We've picked these markets based on distributor interest and consumer research, he added.
Sunset Wheat is a year-round offering that features a slightly fruity and citrus character complemented by the gentle spiciness of coriander. It is brewed and balanced with a combination of malted wheat and pale barely malt, cluster hops and other natural flavors, an orange slice garnish adds extra refreshment.
The new brew was awarded a bronze medal in the herb and spice beer category at the World Beer Cup in April. The 2006 Brewers Association World Beer Cuptouting 2,221 entries from 540 breweries in 56 countriesis the world's largest and most diverse international beer competition for commercial breweries.
Leinenkugel's Sunset Wheat contains 4.9% alcohol by volume (ABV). It will be available in retail outlets where craft beer is sold in 6-packs of long-neck, nonreturnable bottles and on draft at on-premise accounts.
Chippewa Falls, Wis.-based Leinenkugel's year-round offerings include Original, Light, Honey Weiss, Berry Weiss, Leinie's Red, Creamy Dark and Sunset Wheat. In addition, Leinenkugel's offers three limited-release beers including Big Butt Doppelbock, Leinenkugel's Oktoberfest and Leinenkugel's Apple Spice.
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