Denver, Colorado, October 21, 2013… Colorado in November is all about gearing up for Opening Day of the ski and snowboard season. To celebrate this unique Rocky Mountain holiday, Breckenridge Brewery of Colorado and Never Summer Industries have been busy planning a joint project that combines the best of the two companies’ crafts. While Never Summer Industries created an inaugural “Artist Series” snowboard, Breckenridge Brewery concocted a limited release, draft-only beer to launch the 2013 winter recreation season. The board and beer will be incorporated into Opening Day celebrations throughout the United States. The two Colorado companies are well known around the country for their respective crafts. Breckenridge Brewery’s beers are sold in 37 states, and Never Summer snowboards and longboards can be found worldwide.
In July, Breckenridge Brewery asked 10 Colorado artists to create a snowboard design that could become the first Artist Series board for the collaboration. After an online voting event and live showings of the artists’ designs, judges determined that John Vogl’s incredibly detailed, wildlife-inspired artwork would grace 250 boards. Breckenridge Brewery’s and Never Summer’s logos are prominently featured on the boards as a tribute to the collaboration.
Vogl, a Denver artist with a small studio called The Bungaloo, created the artwork, which is a drawing of an elk seemingly rising up from the mountains. His design was inspired by Colorado’s outdoor environment. Much of Vogl’s work focuses on limited edition concert posters that he designs and screen prints by hand.
“I wanted to create an image that spoke to being in an uncharted environment,” said Vogl. “It was a new challenge working with such a tall, narrow canvas.”
On August 29 Never Summer began production of the eye-catching Artist Series SL All-Mountain snowboards. The all-terrain, all-condition board is Never Summer’s most popular and versatile model, setting the standard for all mountain freestyle performance and durability.
For its part of the collaboration, Breckenridge Brewery crafted a Hoppy Imperial Red Ale, “Imperial Express,” named after the highest chairlift at Breckenridge Ski Resort, reaching an elevation of 12,840 feet. The draft-only beer will be available throughout Colorado while supplies last, and Breckenridge Brewery will serve it up at its special opening day celebrations and promotions.
“Breckenridge Brewery was founded in the mountain town of Breckenridge, at the foot of the ski mountain,” recounted Breckenridge Brewery’s Marketing Director, Todd Thibault. “It seemed fitting to name this collaborative beer – that celebrates the beginning of the winter recreation season – after a prominent Breckenridge Ski Resort feature. The Imperial Express, taking riders and skiers to the very apex of the mountain, was the natural choice. From that, our brew staff knew they must create an Imperial-style beer to live up to the name.”
A limited amount of snowboards will be sold on Breckenridge Brewery’s web store, and the majority will be given away in bars and liquor stores at 2013 Ski/ Snowboard “Opening Day” celebrations throughout November. A celebratory Breckenridge Brewery / Never Summer Industries Opening Day party is slated for November 8 at Punch Bowl Social in Denver. For a complete lineup of Opening Day celebrations, visit www.breckbrew.com/neversummer.
We created a really cool video that captures the full essence of this collaboration. Check it out here: http://www.youtube.com/watch?v=uqvqIybCqyY
About Breckenridge Brewery of Colorado
Breckenridge Brewery was founded in 1990 in Breckenridge, Colorado. In the past two decades Breckenridge Brewery has grown from a small 3,000-barrels-a-year brewpub to one of the most successful craft beer and restaurant companies in the nation. It now handcrafts more than 52,000 barrels of fresh beer annually and owns and operates five brewpubs and ale houses in the state of Colorado. For more information visit www.breckbrew.com.
About Never Summer Industries
Never Summer Industries has been designing and building snowboards since 1983, in the early years of snowboarding. The company now also builds longboards. The end result of experience coupled with a close working relationship with the world’s leading raw materials manufacturers and engineers allows Never Summer to bring its consumers the most durable, high performance boards, handcrafted in its Denver, Colorado factory to precision tolerances. Focusing less on excessive promotion and hype, and more on using the highest quality materials, craftsmanship, and customer service has made Never Summer the world’s premier independent board company. For more information visit www.neversummer.com.