Press Release: Leinenkugel’s Rolls Out New Sunset Wheat

I don’t know exactly how I got on the distribution list for this press release that came in, but I figured, eh, I’ll run it anyway.

Leinenkugel Sunset WheatCHIPPEWA FALLS, Wisc. (April 4, 2006) – Inspired by the rich golden sunsets of the Northwoods, the Jacob Leinenkugel Brewing Company is adding a crisp and refreshing new wheat beer to its portfolio of premium craft brews this April. Leinenkugel’s Sunset Wheat, a year-round offering, features a fruity and citrus character complemented by the gentle spiciness of coriander, ideal for today’s more adventurous beer lover.

"Bringing a variety of adventurous brews to consumers who are increasingly choosing craft beers is a priority for us," said fifth generation brewer Jake Leinenkugel, company president, who, along with brothers Dick and John, will promote new Sunset Wheat via personal appearances throughout the summer. "Wheat beers are unique, complex, and really growing in popularity. We’re proud to offer a year-round wheat beer to our loyal Leinie fans and to beer lovers who haven’t yet discovered Leinenkugel’s."

Brewed with malted wheat, balanced with pale barley malt and spiced with Cluster hops and natural flavors, Sunset Wheat has a golden hazy appearance typical of wheat beers. The addition of coriander, a spice derived from the seed of the cilantro plant, infuses a light and fresh flavor for a distinctive twist to this brew. And, a fresh orange wedge garnish provides added zest and extra refreshment.

"Good times with friends and family call for special beers and Leinenkugel’s new Sunset Wheat will be a terrific addition to our offerings," said Dick Leinenkugel, Leinenkugel’s vice president of marketing. "Leinenkugel’s Sunset Wheat is more than a new beer. It represents a ‘Northwoods escape’ — a time of reflection and a relaxed state of mind — a taste and experience people associate with Leinenkugel’s."

Sunset Wheat, which is best served in an hourglass-shaped beer glass, is an extremely versatile accompaniment for many types of cuisine. The light, citrus flavor complements fresh greens served with vinaigrette dressing, as well as fish and shellfish. It also pairs nicely with foods that have a spicy kick such as Cajun, Mexican and Asian dishes.

Brewed in small, high-quality batches at the brewery in Chippewa Falls, Wisconsin, Leinenkugel’s Sunset Wheat is the brand’s second new beer launch in six months. In October, the 139-year-old brewer experienced incredible success with its fall/winter seasonal, Apple Spice. The new brew was so popular, it sold-out in a matter of weeks in many locations across the Upper Midwest.

Sunset Wheat contains 4.9 percent alcohol by volume (ABV) and is available on draft and in six, 12 and 24-pack bottles, where Leinenkugel’s is sold, and retails for approximately $6.49 – $6.99 a six-pack.

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