Great Lakes Christmas Ale Coming 10/21 In New Packaging

October 7, 2014—CLEVELAND, OHIO—Great Lakes Brewing Company® (GLBC) is decorating for the holidays early this year, with the launch of a new festive Christmas Ale “mother carton.”

Featuring hops- and malt-inspired snowflakes, a customizable  gift tag, and iconic Christmas Ale artwork, the newly redesigned eco-friendly Christmas Ale carton is perfectly suited for holiday get-togethers and gift exchanges.

The new carton will release in GLBC’s distribution markets beginning Monday, October 27, along with 6-Packs and Draft of the seasonal brew. Prior to Christmas Ale’s market release, it will debut exclusively on tap at GLBC’s Cleveland Brewpub.

To celebrate Christmas Ale’s release, GLBC will once again host its annual “First Pour” contest, inviting fans to submit Christmas Ale-themed photos at FriendsofGLBC.com for the chance to win the first taste of this year’s batch at the GLBC Brewpub on October 21. Throughout November and December, fans may continue submitting photos for the chance to win Christmas Ale merchandise.

GLBC’s Christmas Ale is a fan favorite, boasting impressive numbers despite its limited window of availability (8 weeks). In the last 13 weeks of 2013, Christmas Ale was the #1 craft brand in dollar sales in the Great Lakes Region, and the #9 craft brand in dollar sales in the United States with a distribution of only 10.2% (Source: IRI).

Release Dates:

Tuesday, October 21 (11:30AM): Christmas Ale is tapped exclusively in the GLBC Brewpub (Doors at 11)

Saturday, October 25 (10AM): Christmas Ale bottles on sale exclusively in the GLBC Gift Shop

Monday, October 27: Christmas Ale releases in GLBC’s distribution markets; growlers available at the Brewpub