Press Release
Client:  The Goose Island Beer Company
                                      





 FOR IMMEDIATE RELEASE                  

Goose Island Presents a New Recipe for Holiday Cheer
Chicago, IL, July 21, 2009

It’s tradition at Goose Island Beer Company to introduce a new Christmas Ale every holiday season, each one with a flavor and a personality of its own. “We always craft them as English Brown Ales,” says Goose Island brewmaster Greg Hall. “But each one is unique, just as each passing year is unique. They’re made to celebrate a single holiday season.”

This year’s Goose Island Christmas Ale will also get new label. “We wanted the packaging to match the elegant appearance of our recent releases like Matilda and Pere Jacques,” says Hall. “It’s a cleaner, simpler design. But the goose will still be wearing his Santa hat, of course -- that’s the tradition.”

Like Matilda and Pere Jacques, this year’s Christmas Ale will be sold in a 650 ml bottle. “It’s the perfect size for gifts,” Hall explains. “You could bring a bottle of Christmas Ale to a holiday party the same way you might bring a bottle of wine. It’s also a nice size for sharing with someone special over a holiday meal. With this new gift sized bottle I expect that this year’s Christmas Ale will sell out even faster than usual. But if you wait too long and it’s all gone, that’s okay. We’ll be making Christmas Ale again next year.”
In the spirit of the holidays, this year’s Christmas Ale will make a gift to a Chicago charity. A portion of the selling price will be donated to the Christmas Ship, an organization that gives free Christmas trees to disadvantaged Chicago families. “They use the Coast Guard icebreaker Mackinaw,” Hall explains. “The Coast Guard brings more than 1000 Christmas trees down from Wisconsin, they decorate the whole ship as if it were a Christmas tree itself, and we give the trees away in a big event at Navy Pier. It’s one of those things that really gets you in the Christmas spirit -- you can see why we’d want to be part of it.”

A complex brown ale like Goose Island Christmas Ale pairs well with rich flavors like ham and lamb, or aged gouda and dry jack cheese. It will develop in the bottle for up to five years and is at its best when served at a temperature of about 40 degrees.
Goose Island sells its beer in 15 states and the United Kingdom. Their Chicago-brewed products have consistently received top marks at prestigious competitions such as the World Beer Awards and the Great American Beer Festival, and Goose Island has earned a reputation as a world class center of excellence in brewing. The company is also involved with the production of a small selection of craft soft drinks. Goose Island’s success has enabled the company to get involved with community-building projects all over the Chicago area, with the company’s better-known affiliations including the Friends of the Chicago River, the Erie Neighborhood House, the Chicago Marathon, The Alliance for the Great Lakes, Green City Market, Friends of Bloomingdale Trail and the Organic School Project.

For more information about The Christmas Ship visit:
http://christmasship.org. 
 


 


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