Press Release: Introducing Signature Series Club

Signature Series Club - only $50 - introductory offerTORONTO AND BAYSVILLE (December 6, 2013)

Ontario craft beer and hockey memorabilia collectors have something new and innovative to celebrate with the launch of the Signature Series Club, a brand new lineup of tribute beers and collectibles, available exclusively online for an introductory special of $50.

Collectors who join the Signature Series Club will receive four Signature Series limited-edition beers — one new release approximately every three months, in exclusive hand-numbered bottles with matching numbered printer’s proofs, as well as a VIP tour of the brewery, located in Baysville, Ontario near Algonquin Park.

Each release is a new premium quality artisan-brewed beer paying tribute to a different hockey legend. “These are very special beers, paying tribute to some of the greatest hockey players of all time,” said NHL Alumni Association executive director Mark Napier. “It’s wonderful to see them being immortalized in this way.”

 

FIRST SIGNATURE SERIES RELEASE: CHINA WALL – JOHNNY BOWER VIENNA DARK LAGER

Picture of Johnny Bower as a young man.[UPDATE DECEMBER 13, 2013: CHINA WALL IS SOLD OUT. ALL SIGNATURE SERIES ORDERS GOING FORWARD BEGIN WITH THE NEXT RELEASE, TO BE FINALIZED SHORTLY.] Up first is China Wall, featuring Johnny Bower, one of the greatest goaltenders of all time. Bower earned the nickname China Wall due to his fearlessness in goal and because of his “ancient” age.

During 12 seasons with Toronto, Johnny Bower’s fearlessness in goal earned him 200 stitches, a toothless grin and the nickname China Wall. With his patented poke-check, top goalie trophies and four cups, this hall of famer is considered one of the greatest goaltenders of all time. During the twilight of his career Bower donned a mask, for a total of 17 games.

A SPECIAL BREW

China Wall - Johnny Bower Vienna Dark Lager - Bottle and Glass
Four releases per year. Pictured: China Wall – Johnny Bower Vienna Dark Lager

Vienna Dark Lager is an influential beer style first brewed in 1830s Austria. China Wall pours reddish-brown and imparts the warming character of toasted malt with a slight hint of caramel. Clocking in at 7% alc./vol., only 12,000 bottles of China Wall are being produced.

A limited number of each Signature Series release will be available at select LCBOs, but the bottles will not be hand-numbered and they will not be guaranteed to be in stock.

SIGNATURE SERIES CLUB MEMBERSHIP AVAILABLE ONLINE FOR $50

“We are producing each of these Signature Series releases in very limited quantities,” said Lake of Bays Brewing Co. president and CEO Darren Smith. “We anticipate they will sell out quickly, and we know there are real collectors out there who will absolutely want all of them. So we decided to do something a little different to make sure that anyone who really wants them all can get them all. You are guaranteed to receive all four releases if you join the Signature Series Club.”

Go to www.SignatureSeriesClub.com to learn more.

BACKGROUNDER

In June of 2013, the NHL Alumni Association inked a partnership with Lake of Bays Brewing Company to produce a family of hockey-themed beers. Royalties from all NHLAA beer sales go toward the work of the Alumni. Their first beer, Top Shelf Classic Lager, a year-round lager available in tall cans, was released in October. China Wall is their second release, and the first of the Signature Series.

ABOUT NHL ALUMNI ASSOCIATION

The NHL Alumni Association is a registered not-for-profit and charitable organization in Canada and the U.S. that serves as a passionate advocate for greater quality of life benefits for former NHL players, and in which retired NHL players are ambassadors of the game, supporting youth and community through fundraising and charitable initiatives.

Representing a growing global membership base, the NHLAA truly is “Hockey’s Greatest Family.” For more information go to NHLAlumni.net.

ABOUT LAKE OF BAYS BREWING COMPANY

Founded in 2010, Lake of Bays Brewing Company is one of the fastest-growing craft breweries in Ontario. The state-of-the-art brewery, with its retail store and beer garden, is located in Baysville, Ontario.

Lake of Bays beer is available at the brewery and in many LCBOs, Beer Stores, pubs and restaurants across Ontario, and the company has recently expanded into western Canada and the USA. For more information go to LakeofBaysBrewing.ca. To find Lake of Bays beer near you go to BeerFinder.ca on your smartphone.

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To download a printable information page about China Wall with tasting notes, click here.
For more information about Signature Series Club, click here.

For more information contact:

NHL Alumni Association
Dylan Wade
dylanwade@nhlalumni.net
(416) 798-2586 ext. 33

Lake of Bays Brewing Company
Tamsen Tillson
tamsen@lakeofbaysbrewing.ca
(705) 767-2313

Media are invited to contact Tamsen at Lake of Bays Brewing Company to request a sample bottle of China Wall. (Subject to availability.)