LAS VEGAS – Top Shelf Classic Lager, the official beer of the NHL Alumni Association, will be introduced in the United States at the National Beer Wholesalers Association (NBWA) trade show, taking place at Caesars Palace, Las Vegas on Monday, September 30, and Tuesday, October 1.
The beer will be available for tastings in the Craft Beers of Canada exhibit, booth No. 1312.
To mark its debut, Lake of Bays Brewing Company, the official brewery of the NHL Alumni Association, directs a portion of the proceeds from the sale of its beers to the NHL Alumni Association, a not-for-profit organization whose many charitable causes include assisting former NHL players in their transition from professional hockey.
“The NHL Alumni Association has other causes as well, which we are proud to support,” said Darren Smith, CEO of Baysville, Ontario-based Lake of Bays Brewing Company. “The association assists in youth hockey initiatives, involves former NHL players in raising funds for charitable causes that enhance the quality of life for our young people and works to inspire today’s youth by providing positive images of its members as guardians of the game.”
“Lake of Bays Brewing Co. approached us with the idea of creating a product associated with our organization and the history of the game,” said Mark Napier, executive director of the NHL Alumni Association. “They brew great quality beer, have an excellent marketing strategy and equally important, they are team players that understand the importance of our association and our many causes.”
Joining in the introduction of Top Shelf Classic Lager will be former NHL player Marty McSorley. After his debut in the NHL in 1983-84, defenseman McSorley developed into one of the toughest customers in the game. His ability to rush with the puck and utilize a quick shot from the point made him a prominent member of several NHL clubs. He will be in the Craft Beers of Canada exhibit from 1 to 4 p.m. on Tuesday, October 1. Visitors will receive a free autographed keepsake.
Along with the first public appearance of Lake of Bays Brewing Company’s Top Shelf Classic Lager, tastings also will be available for the company’s Rock Cut Baysville Lager, Crosswind Pale Ale and 10 Point IPA.
Several other Ontario craft beers also will be available in the Craft Beers of Canada exhibit.
They include Flying Monkeys Craft Brewery of Barrie and Waterloo, Ontario-based Waterloo Brewing Company.
The motto of Flying Monkeys Craft Brewery, based in Barrie, Ontario, is “Normal is Weird.” Flying Monkeys will display many different products including four which recently came out on top in taste testing against 60 Ontario craft breweries on the Rate Beer website (www.ratebeer.com). The beers and their ratings are: Barenaked Ladies Imperial Chocolate Stout (99); Smashbomb Atomic IPA (98); The Matador Imperial IPA (96) and Netherworld Cascadian Dark Ale (96). All will be available for tastings.
Waterloo Brewing Company, based in Waterloo, Ontario, established in 1984, was the first craft brewery to start up in the province. Three of its Waterloo brands—Waterloo Dark, Waterloo IPA and Waterloo Amber—recently won Gold Awards at the 2013 Monde Selection International Institute for Quality Selections. All three will be available for tastings.