The Seahawks 12th Man Gets Its Own Beer
Hilliard's has issued a pale ale, perfect fuel for cheering your brains out.
As you know, on Sunday, September 15, the Seahawks face off against reigning NFC champion San Francisco 49ers for the season home opener. For the first time in nearly a decade, both fans and NFL insiders believe Seattle has a serious shot at making it to the Super Bowl—and winning. (Also, as we reported in our September issue, on Sunday, Seahawks fans will attempt to break the Guinness World Record for Loudest Crowd Roar at a Sports Stadium.)
Just in time, comes The 12th Can from Ballard brewmasters Hilliard's Beer. Answering a plea from Sports Radio 950 KJR for a “local beer dedicated to fans” amped about the 2013/2014 season, the brewery spun into action. The result: a particularly Northwest-y pale ale made with Cascade hops and sold—in tribute to the “12th man” fan phenomenon—in packs of twelve. (See what they did there?)
“We’re going to be making it all season,” says Hilliard’s cofounder Adam Merkl. “And it’s definitely the biggest launch we’ve done.” By yesterday afternoon the brewery had filled half of a semi-truck trailer of cans with the new beer (a trailer holds 150,000 cans), all within just a week’s time.
“It’s a super drinkable and ‘sessionable’ beer,” adds Merkl. Translation: The relatively low alcohol content (4.5 percent) means you can get away with sipping 12th Can all game long—and still stay upright for those touchdown celebration dances in your living room.
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