Ron Bernthal
On January 28, 2022, Beringia & New Hokkaido Brewing launched Beringia Pilsner as part of a multi-year beverage collaboration in partnership with the New Hokkaido Beverage Co (NHB) Beringia brand was born from a desire to bring together global mountain expertise with modern Japanese design and impeccable quality.
The partnership between Beringia with NHB follows closely in this endeavor with an offering that conveys the tradition and finesse of Japanese craft brewing to like-minded communities across the globe, who recognize that sharing a cold beer builds lifetime friendships. Especially after a day of riding powder or chasing waves powered by ‘Aleutian Juice,’ the powerful storms that originate out of the Gulf of Alaska and Bering Sea region connecting the American and Asian continents.
“Our intention in crafting this beer with our friends at NHB was to create a world-class Pilsner, the ultimate après beverage to toast a great session of steep powder or stacked barrels,” said Albert Liu, CEO of Beringia. “As the Beringia community grows around the world, we wanted to tap our network of talented artisans like Emile Holmewood, who created the beer’s epic artwork; and Gustav Gentaro Dose, whose mastery of magical ingredients at NHB Co., laid the foundation of Beringia Pils; and the far-flung guides and gastronomes who know how to pair the right beer with life’s most exhilarating experiences.”
New Hokkaido Beverage Co, a Japanese-style craft brewer, took charge of the months-long cold lagering process to ensure BERINGIA PILSNER delivers an Arctic crispness with a clean finish. The effort was led by master brewer Gus Dose, who gained know-how in blending Japanese and German methods through years of experience brewing in Japan and other parts of Asia. Says Dose, “It’s been truly rewarding to work with Beringia to design a beer for a very specific purpose and clientele, namely the serious outdoor enthusiasts who live for a natural rush.”
BERINGIA PILSNER is now available at select locations between Bozeman and Jackson Hole, including Mountains Walking Brewery & Pub, The Blackbird Kitchen, and Franco Snowshapes. The unique design of the BERINGIA PILSNER cans will be submitted to the 2023 Craft Beer Marketing Awards (CBMAs) often called the “Crushie” awards.
The CBMAS is the only global awards competition to recognize and celebrate the importance of craft beer artwork, culture, retail marketing and design efforts as a key to success in this highly competitive marketplace. BERINGIA PILSNER will be competing with beer cans from over 24 countries, as over 500 industry professionals judge the entries.
