Welcome back to FTW’s Beverage of the Week series. Here, we mostly chronicle and review beers, but happily expand that scope to any beverage that pairs well with sports. Yes, even cookie dough whiskey.
When I was in Arizona for last winter’s Super Bowl, I used the opportunity to work my way through the local beer scene. I got to hit breweries like The Shop, Mother Road, Lumberyard and Wren House, but there was something missing. Four Peaks, one of the state’s oldest micro-turned-medium breweries was conspicuously absent.
Some of that was by choice. I’m not a big Scottish-style beer guy, which is exactly what their flagship Kilt Lifter is. But there was still a sense of regret. So when the brewery made its new-ish Joy Bus Wow wheat beer, I saw another opportunity. Here was the chance to give Four Peaks a try and drink a beer whose proceeds, in part, go to the Joy Bus charity, which helps improve the lives of homebound cancer patients.
A beer that helps people is an easy way to introduce yourself to new markets. Did Four Peaks come up with a product that’ll help it play outside the southwest?