Gelson’s Markets is once again teaming up with a local brewer for a new summer beer that the high-end grocery store will be pouring direct from the tap at some of its locations.
Shoppers who head to the chain’s Gelson’s Wine Bars can now order the Gelson’s Juicy Pale Ale, created by Inglewood based brewery Three Weavers.
“It’s a pale ale so it’s definitely got that little hop to it but it’s very approachable. If someone said they did not like IPAs or pale ales this might be something that’s more of an approachable style of a pale ale,” said Jake Cheung, senior director of marketing for Gelson’s. “Their pale ale is definitely something that was a little unique,” he added.
The beer will be available on tap through May only at the chain’s wine bars, which is where customers can sit and order wine and beers plus food from the bartender inside the store.
Gelson’s stores with wine bars include locations in Calabasas, Carlsbad, Century City, Dana Point, Hollywood, Irvine, Long Beach, Manhattan Beach, Newport Beach, Rancho Mirage, Rancho Mission Viejo, Silver Lake, North Hollywood, Westlake Village, and West Los Angeles
The new collaboration is the second time Gelson’s has tapped a brewery to create a beer for its bars. It follows last summer’s partnership with El Segundo Brewing Company for the Gelson’s Summer Blond Ale.
For the store’s second collaboration with a brewery it turned to Three Weavers, which has previously won several awards including Gold medals in the World Beer Cup Awards, with the goal of creating something driven by the summer.
“It kind of has that really juicy overripe stone fruit kind of character that’s really reminiscent of summer,” said Lynne Weaver, who founded Three Weaver in 2013.
The Gelson’s Juicy Pale Ale is a double dry-hopped with heavy tropical fruit flavors, including passionfruit and gooseberry notes with hints of lime.
While it’s scheduled to be on tap until the end of May, Three Weavers brewed 50 kegs, so if it’s a real hit, there’s a chance it could run out soon. But Cheung said Gelson’s to continue the summer partnership program with other breweries in the future.
To find a Gelson’s Wine Bar go to gelsons.com