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03.2010

Massachusetts Beverage Business

archivedBrandNews

SAM ADAMS NOBLE PILS
Last year’s winner of the Sam Adams Beer Lover’s Choice contest, this hoppy pilsner that’s brewed with all five Noble Hop varieties, has become the company’s new spring seasonal ale.  Of the 1OO-plus hop varieties in the world only five are judged “Noble hops” – Hallertau Mittelfrueh, Tettnang Tettnanger, Spalt Spalter, and Hersbrucker Hersbrucker from Germany and Saaz from Bohemia in the Czech Republic is.  The spicy bitterness of the hops is balanced by the sweetness of the Bohemian Pilsner malt, which adds a honeyed malt character and full body to the brew.  Noble Pils replaces White Ale as the spring seasonal offering.  The White Ale will be available in the 2O1O Winter Classics variety pack.  Suggested retail is $7.99 to $8.99 per six-pack and $13.99 to $15.99 per 12-pack.  Available from Atlas Distributing, Burke Distributing, Commercial Distributing, L. Knife & Son, and Merrimack Valley Distributing.

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