Portland, Ore - Brewbound has selected Hopworks Urban Brewery to receive the Marketing Initiative of the Year award for their work with Patagonia Provisions on Long Root Ale. The honor is given during the winter Brewbound Session to one craft brewery that successfully embarks on -- or executes behind -- a campaign that transcends traditional craft beer marketing.
“In an industry becoming more crowded and complex every single day, it’s important to look back at the accomplishments of brewers all fighting to stand out in a beer category that now includes 5,000 companies,” said Brewbound Editor, Chris Furnari. “Hopworks partnered with Patagonia Provisions to create Long Root Ale, the first commercially available craft beer using the experimental Kernza grain. This effort not only generated hundreds of millions of online impressions, it also reflected the brewery’s core values and shined a spotlight on sustainable brewing and agricultural practices.”
“It’s an honor to be recognized for our collaboration with Patagonia Provisions on Long Root Ale,” said Hopworks brewmaster and founder Christian Ettinger. “Long Root helps answer our questions of how businesses across industries can work together to protect the environment in new and innovative ways. The resulting beer celebrates regenerative Kernza, which provides amazing benefits both above and below the ground. Long live Long Root!”
Long Root Ale is a Northwest-Style Pale Ale released last October throughout Oregon, Washington and California. The grain bill is made of 15% Kernza, a wheatgrass developed by The Land Institute in partnership with Patagonia Provisions. Kernza’s long roots and perennial growth allow it to thrive without pesticides, it uses less water than conventional wheat, helps to reduce erosion and removes more carbon from the atmosphere than annual grains.
About Hopworks Urban Brewery
Hopworks Urban Brewery strives to revolutionize and inspire the brewing industry with practices that drive quality, protect the environment and improve the community we live in. Utilizing organic malts and a combination of locally-sourced, organic and Salmon Safe hops, the company’s 20-barrel brewery produces 13,500 barrels of beer and cider a year for HUB’s brewpubs and for distribution throughout the Northwest. Hopworks is a family-owned and operated business, the first Certified B Corporation brewery in the Pacific Northwest, a gold-level bike friendly business, and is recognized as one of the Best Green Companies To Work For In Oregon. More info at: hopworksbeer.com
About Patagonia Provisions
In 2012, Yvon Chouinard launched Patagonia Provisions to offer ethically and sustainably sourced delicious food products. Patagonia Provisions, based in Sausalito, California, is reexamining best practices in food sourcing, working with like-minded advocates and producers to find solutions to the important environmental issues facing the food industry. Wild Lummi Island Pink Salmon complements Patagonia Provisions’ growing line including Buffalo Jerky, fully cooked Wild Sockeye Salmon, Tsampa Soup, Green Lentil Soup, Black Bean Soup and three flavors of Fruit + Nut Bars. More info at: patagoniaprovisions.com
Northwest Beer Guide