Phil Ray, left, Chris Ray, Todd Parnell and Ben Rothrock unveil the new beer. (Photos by Burl Rolett)
The Richmond Flying are looking to an Ashland brewery for their next pitcher.
Center of the Universe Brewing Company will release Chin Music, a Flying Squirrels-themed amber lager, early next year. The first batches will begin brewing Dec. 30 and will debut at Flying Squirrels Fan Fest at the Diamond on March 1.
Although Chin Music is a baseball term for a pitch that almost hits a batter in the face, Center of the Universe co-founder and former major league pitcher Chris Ray said the beer itself will have a less aggressive flavor that he hopes will be accessible to a more mainstream audience than some of the heavier and more bitter craft beers.
The Chin Music logo.
“It might bring some new people in the area into the craft beer industry,” he said.
The Squirrels and COTU released the name and logo for the beer Tuesday at a press conference at the Ashland brewery.
No cash changed hands upfront in the arrangement between COTU and the Flying Squirrels, but the team’s chief operating officer Todd Parnell said the two parties are sharing costs associated with producing and marketing the product.
Beers from Center of the Universe Brewing and Hardywood Park Craft Brewery were added last season to the Diamond’s beer lineup.
The new brew will be on tap at Squirrels games beginning next season. Brown Distributing’s Dave Sorokowski said sports bars, naturally, will be targeted for distribution, although it’s too early to tell how widely available the beer will be.
Chin Music is supported by a marketing campaign that includes branded T-shirts, sweatshirts and hats. The Flying Squirrels are paying for the merchandise supporting the new brand, and Parnell hopes Chin Music will keep the Flying Squirrels name in front of the public long after the final pitch of each year’s baseball season.
“It’s going to help us expand our brand as the Flying Squirrels 12 months of the year,” he said.
Phil Ray, left, Chris Ray, Todd Parnell and Ben Rothrock unveil the new beer. (Photos by Burl Rolett)
The Richmond Flying are looking to an Ashland brewery for their next pitcher.
Center of the Universe Brewing Company will release Chin Music, a Flying Squirrels-themed amber lager, early next year. The first batches will begin brewing Dec. 30 and will debut at Flying Squirrels Fan Fest at the Diamond on March 1.
Although Chin Music is a baseball term for a pitch that almost hits a batter in the face, Center of the Universe co-founder and former major league pitcher Chris Ray said the beer itself will have a less aggressive flavor that he hopes will be accessible to a more mainstream audience than some of the heavier and more bitter craft beers.
The Chin Music logo.
“It might bring some new people in the area into the craft beer industry,” he said.
The Squirrels and COTU released the name and logo for the beer Tuesday at a press conference at the Ashland brewery.
No cash changed hands upfront in the arrangement between COTU and the Flying Squirrels, but the team’s chief operating officer Todd Parnell said the two parties are sharing costs associated with producing and marketing the product.
Beers from Center of the Universe Brewing and Hardywood Park Craft Brewery were added last season to the Diamond’s beer lineup.
The new brew will be on tap at Squirrels games beginning next season. Brown Distributing’s Dave Sorokowski said sports bars, naturally, will be targeted for distribution, although it’s too early to tell how widely available the beer will be.
Chin Music is supported by a marketing campaign that includes branded T-shirts, sweatshirts and hats. The Flying Squirrels are paying for the merchandise supporting the new brand, and Parnell hopes Chin Music will keep the Flying Squirrels name in front of the public long after the final pitch of each year’s baseball season.
“It’s going to help us expand our brand as the Flying Squirrels 12 months of the year,” he said.
That is far and away one of the best ledes I have read in a long time.