Friday, February 23, 2024

ALE MAX Returns to Fuse Craft Beer & Sneaker Cultures!

Yup!

It's that time again! Ale Max Day, the event put on by my boy Craig and I, will be in its second year, and it's going to be an even crazier one set for Monday Night Brewing's Garage on March 22, and then the next day in Nashville, TN, at Bearded Iris's Sylvan Supply location on March 23rd! Here is all the info below. Stay tuned for more updates on my Instagram and @ALEMAX.OFFICIAL. Here is the official press release below. Let's get it!

This is the dope Ale Max can we are doing for Monday Night Brewing!

ALE MAX Returns to Fuse Craft Beer & Sneaker Cultures

Second annual ALE MAX joins forces with Nashville hometown favorite,
Bearded Iris Brewing Co. to launch limited-edition, sneaker-inspired IPA
 

Last March, Atlanta-based marketing veteran Craig Stroud and craft beer aficionado Ale Sharpton joined forces to launch the perfect mashup experience with ALE MAX – a series of events timed around Nike Air Max Day (March 26) aimed to deliver a beautifully brewed fusion of craft beer, sneaker culture, and community engagement. This year, ALE MAX is collaborating with Southeastern craft beer heavyweights Bearded Iris Brewing (Nashville, Tenn.) and Monday Night Brewing (Atlanta, Ga.) to launch a limited-edition brew, ALE MAX 1, alongside events and activations that will excite sneaker and beer lovers alike.  

“Craft beer and sneaker cultures have a long history of subtly crossing paths, but typically not in a very intentional way,” said Stroud about the inception of ALE MAX. “While there have been many individual beer and sneaker launches and experiences, we haven’t come across any that simultaneously tap into the pulse of both. Creating ALE MAX seemed like the perfect way to bring these two passionate, opinionated, and niche communities together.”

ALE MAX Day: A Celebration of Air and Ale (FREE to the public):
Beer lovers and sneakerheads are invited to sport their Air Max and cheers to ALE MAX

Monday Night Garage on Friday, March 22 (7 to 11 pm)
Address: 933 Lee St SW, Atlanta, GA 30310

This is the dope Ale Max can we are doing for Bearded Iris Brewing!

Bearded Iris, Sylvan Supply on Saturday, March 23 (4 to 8 pm)
Address: 101 Charlotte Ave Suite 40, Nashville, TN 37209

Bearded Iris Brewing will be presenting flavor-forward interpretations of arguably the most popular beer style in America, the hazy IPA. This limited-edition beer will be inspired by the iconic AIR MAX 1, a sneaker that has left an indelible mark on the shoe world through innovation, style, and fandom since its debut in 1987. This collaboration aims to unite beer advocates with local sneaker enthusiasts, offering an unparalleled sensory experience that fosters community and culture. Attendees can anticipate sneaker showcases, discussions, and the chance to connect with like-minded enthusiasts while sampling ALE MAX 1, a Max IPA at 7.891% will be released in limited cans and draft.

“We came together to design an IPA that pairs old school traditions with new ideas to celebrate Ale Max Day,” said Head Brewer Brandon Tarr. “We are excited to be part of this collaboration that lifts up both sneaker and hop heads alike. The resulting beer is a testament to what a great collaboration can be, different from what anyone would have done on their own, and the result is so much better for it."

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ABOUT BEARDED IRIS:

Bearded Iris proudly hails from Nashville, TN, where Paul Vaughn and Kavon Togrye, two Murfreesboro natives and longtime friends, opened its doors in 2016 with the help of co-founders Matt Miller, Anna Togrye, and Chanda Grubbs, and now has two Nashville taprooms in Germantown and Sylvan Supply. Although frequently recognized for hop-focused beers, Bearded Iris strives to deliver unparalleled freshness and drinkability with every pint, no matter the style, to make ultra-high-quality products highly accessible. This characteristic attention to others and desire to do things a bit differently remains a hallmark of the Bearded Iris brand. Since its founding, Bearded Iris has been named one of the top five best new breweries in America by USA Today and garnered accolades from Men’s Journal, Craft Beer & Brewing, Thrillist, Punch, Paste Magazine, and BeerAdvocate, among others. Discover more at beardedirisbrewing.com or @beardedirisbrewing on Instagram.

ABOUT MONDAY NIGHT BREWING:

Founded in Atlanta, Georgia, in 2013 by Jonathan Baker, Joel Iverson and Jeff Heck, Monday Night Brewing exists to deepen relationships over some of the best beer in the country – and the world. With brewing operations under the direction of Brewmaster Peter Kiley, Monday Night Brewing offers a wide selection of year-round, seasonal and limited-edition beers and sours that have earned praise by amateur drinkers and established beer critics alike. With quality, craftsmanship and connection at the forefront of its mission, Monday Night Brewing has taken home awards from some of the most prestigious national and international beer competitions, including The World Beer Cup, the Great American Beer Festival, and the US Open Beer Championship, among others.

Monday Night has soon-to-be six taprooms across the Southeast, including: Monday Night Brewing – West Midtown and The Garage in Atlanta, Ga.; Monday Night Social Club in Birmingham, Ala.; Monday Night Garden Co. in Charlotte, N.C.; Monday Night Preservation Co. in Nashville, Tenn.; Knoxville, Tenn. (coming soon). Learn more at www.mondaynightbrewing.com.

ABOUT ALE MAX:

ALE MAX is a multi-sensorial experience at the center of craft beer and sneaker cultures, leveraging their inherent connectivity to power communities, local and global. Creator/Founder Craig E. Stroud II brings over 25 years of expertise consulting on brand & campaign development, strategy and design for some of the world's most recognizable brands (The Coca-Cola Co., Ford Motor Co., Olympics, HP, McDonald’s, P&G, General Mills and more). For the latest on ALE MAX experiences follow @ALEMAX.OFFICIAL and @ALEMAXDAY.


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