Industrial Arts Brewing Launches New Series of Lagers with NY Ingredients
(Garnerville, NY) – Industrial Arts Brewing Company is slated to launch a new series of Lagers brewed exclusively with New York State grown ingredients. “Summer Landscape,” the first offering in the place-based project will release Thursday, April 26th at 4pm EST at the brewery’s Garnerville brewery/taproom.
Agricultural, artistic, and philanthropic in nature Landscapes, as the series is called, is a multi-faceted project designed to highlight New York State agriculture, feature the work of a prominent local artist, benefit various non-profit organizations through the release of each beer, and demonstrate the brewery’s abilities and love of traditional lagers.
Landscapes marks the largest-scale series of its kind to utilize one hundred percent of its raw ingredients from New York State resources. Industrial Arts Brewing, led by Jeff O’Neil, is calling on long-time relationships to achieve the agricultural goals of the project.
“I felt like we had this duty to do something outside of the mode of chasing the IPA trend,” explains Jeff O’Neil, founder of Industrial Arts Brewing. “The epiphany was realizing that we’ve gotten quite good at brewing lagers and can really focus on highlighting ingredients that reflect the history and also hint at the future of New York brewing. The farmers who are doing this work love beer too, they have grown alongside us on a steep learning curve, and there are fewer barriers and better communication than
Hudson Valley Malt and Pedersen Farms, mainstays in the New York craft beer supply chain, are revitalizing the Empire State with fresh, place-based malts and hops. Pedersen Farms planted the first commercial hops since Prohibition in 1999 and in 2004 Ithaca Beer Co. (then led by Jeff O’Neil) became the first modern brewery to craft a beer composed entirely of New York hops. Fifteen years later, O’Neil and Rick Pedersen are endeavoring to collaborate again.
“I first sold hops to Ithaca Brewery, Dan Mitchell, and Jeff O’Neil in 2002. It was 2004 when they launched their NY Double IPA, which was the first beer in the new brewing era to be made with 100% New York hops,” recalls Pedersen. “Jeff has been a leader amongst brewers his entire career. He embraces new ideas and techniques while constantly reaching for new horizons. He is an asset to all who enjoy craft beers.”
Landscapes also marks the brewery’s first departure from their brand standard can art in integrating the work of local artist, Ursula Schneider.
“I was very surprised at the request,” states Schneider. “I agreed to the collaboration with Industrial Arts Brewing because of the specialized bier project and for the promotion of local industry and artistry. The artwork lends a unique quality and creative feel to the project.”
Swiss born Schneider has lived and worked in New York State since 1980 as a painter, printmaker, and professor. Some of her work includes evocative depictions of the Hudson River.
“We struggled for awhile on how to depart from our brand but also depict the Hudson Valley. We tried topographic maps, other seasonal designs and symbols, and then remembered how vivid and inspiring Ursula’s work has been to us,” explains O’Neil.
“Her Hudson River paintings translate really well to a label. We’ve made the art the focal point of the package, and it’s a distinctly different look than our core brands.”
Summer Landscape features Schneider’s “July Hudson River” painting, New York State grown Germantown Pilsner, 6-Row Malt, and Husk-on Malted Spelt from Hudson Valley Malt as well as Willamette and Glacier hops from Pedersen Farms.
The brewery plans to host collaborative events surrounding the release of the Fall Lager, Winter Lager, and Spring Lager releases and donate 10% of sales from each Lager to various non-profits whose work aligns with the goals of the project.
“We have an opportunity not just to promote the project, but to put our money where our mouths are,” states O’Neil. “We can make a direct contribution back to movements that we care about and tie that into the performance of beers like these. People who want to contribute to environmental and agricultural endeavors throughout New York State, and especially in the Hudson Valley, can do so by drinking this delicious beer.”
The first beneficiary of the Summer Landscape release is Riverkeeper, whose mission is to protect the environmental, recreational and commercial integrity of the Hudson River and its tributaries, and safeguard the drinking water of nine million New York City and Hudson Valley residents.
“An abundance of local and consistent products and resources will never happen unless we buy in and support it and further it on the manufacturing side,” states O’Neil. “We’re super excited to be on the crest of the wave of larger-scale brewing with New York ingredients and the trend toward more lager beers. We think we can get out in front of this and be positive leaders in promoting local resources, and we’re counting on a coalition of willing craft supporters and producers to join us.”
Each new beer in the Landscapes series will release seasonally at the Industrial Arts taproom followed by limited distribution across New York State.
To follow the series visit www.industrialartsbrewing.com/lanscapes
About Industrial Arts
Since 2016, Industrial Arts Brewing Co. has focused on fresh, expressive American beers. These modern classics are made in a state-of-the-art brewhouse in a sprawling, historic industrial complex in the lower Hudson Valley of New York; striking a contrast between tradition and innovation. “Brewers first, and proud of it.” For more information visit www.industrialartsbrewing.com/landscapes or follow
us on Instagram and Facebook @industrialartsbrewing