E-Malt.com News article: USA, WA: Dick’s Brewing releases 12 Man Pale Ale

Dick’s Brewing has launched the 12 Man Pale Ale – “FOR THE FAN” in Draught and 6 pack, 12 oz cans. This new beer from Dick’s Brewing will be distributed throughout the Great Artisan Beverage Distribution network along with all other Dick’s Brewing products. The State of Washington market will be fulfilled first and, as production increases, it will gradually expand throughout the Pacific Northwest, Brewbound reported on December 18.

Norm Johnson, the ex NFL kicker and one of the business partners of 12 Brands, LLC secured the trademark of the 12 Man Pale Ale a couple of years ago. 12 Brands, LLC wanted to develop a beer that any fan in any sport could enjoy, hence the slogan “FOR THE FAN”. Norm Johnson explains, “Over the last couple of years we’ve been trying to figure a way to nationally launch a beer under the 12 Man Pale Ale name and we kept running into road block after road block. We finally met the right people at Dick’s Brewing and Bev-Link, a division of Great Artisan Beverage, and in a matter of a couple of months we were able to get the right agreement, right recipe, the right marketing and the right distribution in place.”

Julie Young-Pendleton, the owner of Dick’s Brewing Company, is very proud to be a part of this new beer leaving their brewery and into the hands of the Pacific Northwest customers. Julie states, “The beer is a great easy drinking, sessionable beer that is a well-balanced pale ale at 4.5% ABV that everyone can drink and enjoy as, and “FOR THE FAN.”

The Great Artisan Beverage/Bev-Link team that represents the 12 Man Pale Ale is extremely pleased to have been part of this project. Nick Gagliardi, President of GAB/Bev-Link who oversaw the project with his team states, “Everything from the recipe, to the design of the can, to the tap handle and to the development of the overall go to market strategy speaks all about a beer “FOR THE FAN.” It has been true partnership and collaborative effort by all involved.”

Dick’s Brewing Company is one of the Pacific Northwest’s premier craft breweries that appeals to an ever-growing audience who enjoys the distinctive full-bodied taste of regional beers. It is located in Centralia, Washington.

12 Brands, LLC – A brand building company started by Neal Nilsen, a successful local entrepreneur in the Seattle area and Norm Johnson, ex-NFL kicker started 12 Brands, LLC to build brands for the fan. The 12 Man Pale Ale is one of their first brand launches.

Great Artisan Beverage, LLC /Bev-Link Beverages - a company owned and operated by a network of wholesalers throughout the 5 States of the Pacific Northwest along with Bev-Link, a division of Great Artisan Beverage that assists in the development, marketing and distribution of brands throughout the US who also represents Dick’s Brewing throughout the Pacific Northwest.


20 December, 2013