Shmaltz Brewing releases 838 10-DIGIT DOUBLE IPA & 518 PICK ME UP!
image courtesy Shmaltz Brewing Company

image courtesy Shmaltz Brewing Company

Press Release

Clifton Park, NY ... Shmaltz Brewing Company releases two draft-only beers in its new 518/838 CRAFT series: 838 10-Digit Double IPA® and 518 Pick Me Up!®. For lucky craft beer fans within the new 838 and already existing 518 area codes, the brewery launches a special "Welcome to the Neighborhood" tonic to help ease the collective pain of adding three more digits to every phone number in your regional contacts. 

While the 518 is one of the original area codes, established in 1947, in the U.S., the new 838 area code celebrates the future of the region and rejuvenation that has transpired over the last handful of years. The Capital Region of NY has a rich, full history, and is home to many landmarks, which people trek to from across the country such as the Saratoga Race Course, Proctors Theatre, Lake George, and numerous historical downtowns. Pair these established favorites with the growth of the healthcare, tech, arts scene, and the influx of new blood which streams into the region, and you'll see the region is poised to continue to be a dynamic and thriving area to live, work, and play. 

And Shmaltz isn't alone in thinking this. The Albany Times-Union reported that the "strong and robust" growth in the Capital Region is pushing the arrival of the new area code ahead of schedule. Shmaltz thinks the same thing can be said about the growth of craft beer in the region as well!

Shmaltz's 838 10-Digit Double IPA® answers the call with a deep golden hue and luxurious head delivering aromas of pineapple, mango, lemon, and distant strawberry accented by the Double IPA traditions of pine notes. The juicy, fruity, hoppy double IPA is brewed with a selection of New York State malts and hops, as well as specialty hops from around the country and world. 

Just as the Capital Region knows the satisfaction of a high-end craft beer, the 518 is no stranger to the delights of a good cup of java. Shmaltz celebrates locals' admiration for both of these lovely libations with 518 Pick Me Up!®, an ale brewed with Peruvian coffee roasted by Wired Coffee in Malta, NY, with notes of chocolate and vanilla. The limited release collaboration beer pours a lightly roasted brown with a frothy cream-colored head. On the nose, the chocolate and coffee blend into a relaxing, yet enticing aroma. 

Right from the first sip of 518 Pick Me Up!®, the smooth coffee flavor combines with the silkiness of the chocolate and vanilla, making this beer a perfect marriage of these two percolated potions. Wired Coffee roasted it, Shmaltz brewed it, so pick it up, it's for you!

838 10-Digit Double IPA® and 518 Pick Me Up!® are available throughout the 518, and future 838, area codes, as well as, some select craft beer markets across the country.

About Shmaltz Brewing Company
Founder and owner Jeremy Cowan established Shmaltz Brewing in San Francisco in 1996. The first 100 cases of He'brew Beer® were hand-bottled and delivered throughout the Bay Area from the back of his Grandmother's Volvo. Shmaltz Brewing now sells He’brew Beer across 35 states, through 40 wholesalers and in nearly 5,000 retailers. 

After 17 years of being an outspoken cheerleader for contract brewing, Cowan and staff opened their own New York State production brewery in 2013 in Clifton Park, 10 minutes north of Albany. Shmaltz's home boasts a 50-barrel brewhouse with 30,000 barrels of annual capacity and packages a diverse and tasty variety of core and seasonal favorites in 12 and 22-ounce bottles and kegs. The Shmaltz Tasting Room is open five days a week (Wed-Sun) and offers tours, barrel-aged previews, beer-to-go, and special releases. ranked Shmaltz as one of the "Top 100 Brewers in the World" in 2013, and the brewery brought home 10 gold and 6 silver medals from the World Beer Championships in the past several years. 

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