Name & Branding Revealed for Lake of Bays/NHL Alumni Association Flagship Beer
On August 15, 2013 At 12:45 pm
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BAYSVILLE, ON – As announced here on CBN in June, Lake of Bays Brewing is partnering with the NHL Alumni Association on a series of beers to promote and support the organization. A few more details were released last month, and now Calgary Herald reporter Jason van Rassel has revealed the name and branding for the first beer to come from the partnership.
Top Shelf Classic Lager is a 4.5% pale lager that Tamsen Tillson of Lake of Bays describes as “a beer craft beer drinkers (will) appreciate, but (which won’t) scare away mainstream beer drinkers either.”
Top Shelf Classic Lager is planned to be launched in Ontario in October, followed by an expansion later in the year to BC, Alberta, Manitoba and the Northeastern United States. It will be available year-round, with additional seasonal and one-off Lake of Bays/HNLAA beers to be released on a periodic basis.
Partial proceeds from sales of Top Shelf and related brands will support the NHLAA in its mission to “serve as a passionate advocate for greater quality of life benefits for all former NHL players.”