Schlafly Beer announced the release of a limited edition Pilsner pack. The 12-bottle pack of the golden, crisp lager with a record affixed to the front will feature a voucher inside for $5 off of any vinyl at local participating record stores across Schlafly’s distribution. The special record packs will be available now through spring.
The retro resurgence of vinyl records pairs well with Schlafly Beer’s Pilsner, an original beer for the largest, locally owned brewery. Founding Brewer Stephen Hale explains, “Pilsner was one of the first beers that we brewed in 1991 so I’m glad the classic style has come back into favor. I’m equally as thrilled that vinyl has received a new appreciation in the last few years.”
U.S. vinyl album sales hit a Nielsen Music-era record high (14.32 million; up 9 percent) in 2017, and Schlafly Beer sees the correlation between craft beer drinkers and vinyl shoppers. “We support the independent record store, and we hope this fun pack encourages people to do the same. Grab a Pilsner, put on your favorite record and relax…sounds like the perfect day to me!” Hale says.
Schlafly Beer re-released their Pilsner in fall of 2017. Due to the response of the consumer, the sessionable style is now part of the brewery’s 2018 portfolio. Schlafly’s Pilsner (5.0 ABV / 30 IBUs) is the brewer’s take on a traditional lager–light-golden in color with an invigorating freshness and rich in hop aroma without being too bitter. Schlafly uses Magnum and Tettnang hops, varieties from Germany that bring both floral notes and a definitive earthiness. The Lublin hop, traditionally used in lagers, rounds out the medium-bodied malt character, and the noble Hallertau lends a hint of spice.
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