April 24, 2020
Well, this isn’t how we’d like to introduce you to a new GLB year-round beer. We had been planning some big tap features in six different cities in six different craft beer bars to roll out our newest family member, but here we are, adapting to the current environment.
Ladies and gentlemen, please join us in welcoming HazeMama into our year-round portfolio of beers!
But before we go any further (because we know it will be your first questions), yes, this is Voodoo Hazemama in brand new packaging and with a new name.
Peter Bulut, Owner of Great Lakes Brewery, is excited to roll this brand out to the market. “We’ve heard from thousands of GLB supporters over the last year about adding a New England IPA to our core line-up of beers and HazeMama was an easy choice for us to make. The whole team here at GLB has worked hard behind the scenes to make this happen and I know our customers will be blown away with each sip.”
The liquid will remain true to the original recipe which customers have come to know and love. First released under our 7 Barrel series program in early 2019, HazeMama was easily our most popular recurring one-off release of the year.
Bordering in appearance of a glass of unfiltered pineapple juice, HazeMama pours yellow in colour with a hint of orange peering through and is capped by a snowy white crown. Aromas of ripe pineapple, kiwi, tangerine and sweet cotton candy, joining some warming alcohol notes, thus showcasing the girth of this 7% NEIPA alongside a well concocted blend of specialty hops. Tipping back HazeMama provides wonderful flavours of peach, lemon and a touch of raw honey, complemented by a stroke of soft alcohol that numbs the gums. Assertive yet easy to drink. HazeMama.
“We’ve been brewing (and enjoying) the New England style on our 7 Barrel system for a couple of years now,” says Mike Lackey, Brewing Operations Manager.
“When the call came to release one as a core brand, the brewing team wanted to really nail the style. So, a few months back a group of us headed down to the Boston area to visit a few of the pioneers of the style. After a few days of drinking with and chatting with brewers (I know, tough job but somebody has to do it) we decided on a recipe that combines some elements of what they do well down there and what we have been doing for years. Now we have HazeMama.”
A labour of love, HazeMama has been a work in progress for over seven months, from refining test batches to conceptualizing the art to working the colour scheme. The label was designed by Fabian Skidmore with artwork by Patrick Corrigan who teamed up to create this killer label.
Skidmore, Art Director for Great Lakes, has this to say about the design.
“The HazeMama design is the spark that was needed to propel our brand forward. The saturated reds and purples contrast with the shine of the no-print can areas. This flow draws attention to the suspended orb representing attainable wisdom.”
He continued, “the clean, fluid stylistic elements provide hints of the direction that GLB’s brand evolution is heading.”
Only when the light is combined with the dark is the universe perfect and complete.
HazeMama is an example of the sacred science of object interaction. This IPA features a unique yeast strain that is the essential ingredient in accessing a balanced and divine state of consciousness. It uses this ability to conjure a unique tropical profile by softening the bitterness while intensifying the hop bouquet. HazeMama grants us access to levels of perception otherwise unavailable to others, and puts an end to imbalance. Haze is our contact point with clarity on this visceral olfactory journey.
Furthermore, brownies taste good.
The 7.0% New England IPA joins Canuck Pale Ale, Octopus Wants to Fight IPA, Pompous Ass English Ale, Blonde Lager and Red Leaf Lager year-round and will continue to be packaged in 473ml cans and kegs (once bars and restaurants re-open) of all sizes.
Cans will start rolling out to LCBO stores across Ontario throughout the week of May 4th and will retail for $3.50 a can. Cans and cases will also be available on the online shop for free local home delivery and brewery curbside pick up as of Thursday April 30th.
Jen Reinhardt, Retail Channel Sales Manager, said, “We are very excited to have a new full time brand in stores! Our IPAs have always performed very well in LCBO and grocery stores, so our team is very excited to give customers a New England IPA that they can get year-round!”
IBUs: 35 IBUs
Style: New England IPA
Glassware: GLB Revival IPA Glass
Serving Temperature: 3-5°C
Hash Tag: #HazeMama
Have questions? Fire off an email to firstname.lastname@example.org and we’ll get back to you with what you’re looking for.