The craft beer market is always full of specialty releases. There are seasonals, of course, but also a ton of beers that are the product of cool collaborations and partnerships or are brewed to pay homage of someone or something of cultural significance. I am a fan of all of these, but think these work best when also tied to a specific event, either one invented by the brewery or one put on by another local organization or company.
I’m also deeply into summer movie scares season, watching all manner of summer camp stalkers and creature features.
What’s that second graf have to do with anything? Well, this week’s Craft Beer Marketing Idea of the Week goes to eastern Pennsylvania’s Neshaminy Creek Brewing Co., which brewed Mecha Dry, a brand-new Japanese-Style Rice Lager that is complementing a showing of “The Terror of Mechagodzilla” on 16mm film in partnership with Exhumed Films on Saturday, August 19.
“We’ve been talking about brewing a rice lager for years, and now it’s finally here to unleash,” said Head Brewer, Jason Ranck at Neshaminy Creek Brewing Company. “We couldn’t think of a better way to celebrate this new beer than with a rare screening that showcases both our love of lagers and big monsters fighting each other!”
Featuring the longer U.K. theatrical version released by Toho Company Ltd. in 1975, “The Terror of Mechagodzilla” is a mesmerizing classic Japanese kaiju film that will transport you to the awe-inspiring world of monsters, cyborgs, and unknown planets. Exhumed Films will also treat attendees to a captivating reel of vintage trailers before the main feature begins.
This screening commemorates the unveiling of Neshaminy Creek’s latest creation, Mecha Dry, a 5% ABV Japanese-Style Rice Lager with a pale-yellow hue and a lighter flavor profile. Mecha Dry perfectly balances residual sweetness with a subtle hoppy bite. Its high percentage of rice in the grist bill, reminiscent of American Style Light Lagers, brings a refreshing and dry finish, accentuated by higher carbonation.
Following the event, Mecha Dry will be available at the taprooms in Croydon, Dublin, and New Hope with limited distribution throughout Pennsylvania and Maryland to follow.
Electronic Eats food truck will also be on-site to provide delectable delights including loaded mac and cheese, soft pretzel sandwiches and their signature tacodillas, plus guests can get an extra serving of nostalgia by playing retro video games like Street Fighter and Mortal Kombat on the truck’s built-in gaming system.
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