Detroit, Michigan — Atwater Brewery, Detroit’s largest and fasting growing brewery, plans to mark its twentieth anniversary by making Hey Diddle Diddle, the craft beer inspired by Mike Sadler, available for the first time in Michigan.
Hey Diddle Diddle is a collaboration with Denver-based Jagged Mountain Brewery and honors Mike Sadler, a passionate craft beer enthusiast and home-brewer who was a beloved Michigan State University All American football player and four-time Academic All American, who tragically lost his life in 2016.
The name comes from a trick play/fake punt that Mike successfully converted against Iowa during Michigan State’s memorable 2013 Rose Bowl season (watch the play https://www.youtube.com/watch?v=sakj7zVOW1o). A portion of all Hey Diddle Diddle sales will benefit the Michael Sadler Foundation.
This is the first time that Hey Diddle Diddle will be available in Michigan after a wildly successful launch in Colorado. The wheat ale is inspired by some of Sadler’s favorite creations and is brewed with oranges and apricots and finished with a touch of yeast and rose petals. It will initially be available on tap and in 12 ounce bottles.
“To celebrate our 20th Anniversary, we wanted to do something to give back to our hometown market,” said Mark Rieth, Atwater owner. “The Hey Diddle Diddle beer was the perfect opportunity to produce a balanced, effervescent wheat ale while honoring Mike’s legacy. He was more than just a great Spartan both on and off the field; he was a great person who was loved by everyone who knew him. This beer and his foundation can help to honor his legacy.”
Over the past 20 years, Atwater has steadily grown by offering premium craft beers and spirits from its hometown brewery in Detroit’s Historic Rivertown district. The brewer’s sales are led by its Dirty Blond and Vanilla Java Porter brands. Atwater distributes to 21 states and three international markets and expects to produce 50,000 barrels in 2018. Atwater has also opened three tap house and biergarden locations in Detroit, Grosse Pointe and Grand Rapids. Its Atwater in the Park in Grosse Pointe was named a ‘Top Ten New Beer Hall in the Nation’ and the number #1 ‘Most Traditional,’ by Jetsetter Magazine.
Atwater will host the 20-Anniversary edition of its Blocktober Fest on September 16 from noon until 11:30 P.M. at the Atwater Brewery (237 Joseph Campau, Detroit, MI 48207). The event features music from The Reverend Peyton’s Big Damn Band, Orbitsuns, The Gasoline Gypsies, Steve Drzewicki Band and more! German food will be available for purchase as will Atwater brews including Hey Diddle Diddle. Admission is free.
Hey Diddle Diddle will begin distribution in this Saturday, September 9 in East Lansing at both the Fieldhouse and Kellogg Center followed by other area locations and retailers. Grand Rapids and Detroit follow later in September. Atwater’s recently announced distribution agreement with the M1 Network will help ensure that Hey Diddle Diddle reaches craft beer retailers across the state this fall.
The Michael Sadler Foundation was created by his mother Karen, “to develop programs and awards that emphasize the values that Mike embraced: academic excellence, athletic achievement, leadership and character strength.”
At MSU, Mike completed two degrees in five years earning both his bachelor in engineering and masters in public policy with a 3.97 GPA. On the field, he started every Michigan State game from 2010-2014 as punter and called the Spartans 2013 Rose Bowl win the highlight of his life.
Hey Diddle Diddle is a collaborative effort between Atwater and Jagged Mountain Brewery in Denver, which originally produced the brew. “This beer and the foundation are meant to celebrate the commitment to excellence that Mike showed in every aspect of his life. Atwater and Jagged Mountain are the perfect partners to help continue on his legacy and help his foundation support others who share his commitment,” said Karen Sadler.
About Atwater Brewery
Atwater Brewery. Born in Detroit. Raised Everywhere. Atwater offers 40 styles of beer led by its popular Purple Gang Pilsner, Better Life Choices IPA, Vanilla Java Porter, Dirty Blonde and its “World Beer Cup” award winning Decadent Dark Chocolate Ale. Atwater distributes its beer to 21 states plus select international markets and offers a proprietary line of craft spirits. Atwater operates three full-service tap house and biergarten locations in Detroit, Grosse Pointe and Grand Rapids, MI. Find us on Facebook or visit www.Atwaterbeer.com