Wachusett Brewing is taking its recently launched outdoor beer garden, dubbed the “Brew Yard,” on the road.
In partnership with Delaware North, a hospitality company owned by Jeremy Jacobs, who also owns the Boston Bruins, the Massachusetts craft brewery will pop up in Boston City Hall Plaza the next three Thursdays.
Wachusett, which is located about 50 miles west of Boston and is known for its sports-themed “City of Champions” line of brews – Green Monsta IPA, Bella Czech Pils, Brewin’ American Pale Ale and Larry – recently purchased and converted an old Airstream into a mobile bar capable of pouring beer and hard seltzer from 16 draft lines.
The idea, according to Christian McMahan, a former Heineken USA CMO who was tapped as the brewery’s president in May, is to build awareness for Wachusett and its Westminster brewery’s “Brew Yard.”
“We’ve got a hyper local world today where people are supporting the nearest breweries,” he said, noting that at least 500 drinkers travel every weekend to the Brew Yard, which opened in July.
“We hope we can bring some of that to Boston,” he added. “And hopefully it will drive a deeper connection and awareness for the Wachusett brand.”
Wachusett, which also makes and markets the “Nauti” line of hard seltzers, is hoping to produce about 70,000 barrels of product in 2017. That’s up from about 55,000 barrels in 2016, McMahan said.
“We’ve had some really strong months, but summer has been difficult all around,” he said. “We just opened Vermont, and we are about to open New Hampshire.”
The Brew Yard pop-up in Boston City Hall kicks off September 21, when the company will introduce two new “City of Champions” offerings – Belgian White Mamba, named after Celtics legend Brian Scalabrine, and a reformulated version of its Brewin’ pale ale.
Also on the way: New “City of Champions” packaging that will feature the iconic “duck boats,” which parade through the city after a Boston sports team wins a championship (basically every year), McMahan said.
“We are dialing up the energy,” he said.
A press release with additional details about Wachusett’s new urban beer garden is included below.
Boston, MA (September 15, 2017) – To kick-off the fall season, Mayor Martin J. Walsh and official City Hall Plaza community partner Berkshire Bank are proud to announce that the Wachusett Brewing Company is bringing its Brew Yard to Boston Autumn at City Hall Plaza. The Brew Yard will be open on Thursdays: September 21, September 28 and October 5 from 4:00 PM to 8:00 PM. Entry to the Brew Yard at Boston Autumn is free.
Hot off their successful Brew Yard launch at Wachusett’s home Brewery in Westminster, Berkshire Bank and City of Boston are excited to partner together with a local craft brewery to bring this popular concept into the heart of the City.
“We could not be more excited for the opportunity to bring our Brew Yard concept to Boston and create an exciting venue for the local craft beer community” said Christian McMahan, President of Wachusett Brewing Company. “The Brew Yard has been so well received by consumers from all over New England who have come to enjoy great beer, live music, and amazing food. We could not think of a better place than Boston Autumn at City Hall Plaza to continue to deliver this unique experience.”
The Brew Yard at Boston Autumn presented by Berkshire Bank will include Wachusett’s popular ‘City of Champions’ line: Green Monsta IPA, Bella Czech Pils, Brewin’ American Pale Ale, and their new Belgian White Mamba. The Wachusett Brew Yard signature piece, a converted Airstream trailer bar, will be front and center as part of the Boston Brew Yard.
In addition to offering 8 styles of beer, this collaboration between the City of Boston, Berkshire Bank and Wachusett will feature a variety of Food Trucks and to live music from 5:00 to 7:00 PM each Thursday – making this the perfect place for Bostonians and tourists alike to gather with friends or family.
For more information about Boston Seasons presented by Berkshire Bank at City Hall Plaza, a year-round activation to enhance City Hall Plaza, please visit www.cityhallplazaboston.com .
About Wachusett Brewing Company
The company produces a diverse, award-winning line of beers ranging from their best-selling Blueberry Ale to their latest introduction, the highly-rated Wally, a New England Style IPA. WBC is the second largest packaging brewer in Massachusetts and was one of the top 10 fastest growing craft breweries in the US in 2016.