Recently Boston Beer’s Samuel Adams announced plans to host a pop-up event and unveil a limited-release collaboration beer at SXSW in Austin, Texas. The beer, brewed in collaboration with Austin-based Infamous Brewing, will debut at Samuel Adams’ Brewing the American Dream Pitch Room Competition on Sunday, March 12.
The beer collaboration, named BOS x AUS, is a smoked oyster stout that will be available at the Pitch Room event as well as at select Austin bars and restaurants, the company said.
Infamous Brewing will participate in the Brewing the American Dream (BTAD) competition, which will award $10,000 to the winning company with the best two-minute sales pitch for their small business.
BTAD participants will go before a judging panel of food and drink experts including Lockhart Steele, co-founder of Eater.com and editorial director of VOX Media; Justin Breton, head of partnerships at Foursquare; Koel Thomae, co-founder of Noosa; and Jennifer Glanville, Samuel Adams Brewer and Fast Company “Most Creative People in Business,” Samuel Adams said.
In addition to the grand prize of $10,000, participating small businesses will compete for a $5,000 “People’s Choice” prize (determined via Facebook Livestream voting), along with extended mentorship from Samuel Adams and a media package from Foursquare.
Those interested in attending the Pitch Room may do so by RSVP on Eventbrite. To participate in the Facebook Livestream voting, viewers may tune in on the Samuel Adams Facebook page. Breweries or other food/beverage businesses interested in competing in the Pitch Room may apply here.
The Brewing the American Dream Pitch Room Competition and BOS x AUS brew debut are scheduled to take place during SXSW on Sunday March 12, 2017, at Whole Foods Market (The Plaza), 525 N Lamar Blvd. Happy hour will start at 3 p.m. CST and the Pitch Room will begin at 3:30 p.m. CST.
The competition celebrates Samuel Adams’ 33 years in business, and the BATD program was created by founder and CEO Jim Koch to provide “the two things he wishes he had when starting Sam Adams: real-world business advice and a loan,” the company said.
The company also noted that Samuel Adams and its nonprofit partner, Accion, have lent more than $15.5 million to around 1,200 food and beverage businesses through the BATD program, about $1 million of which has been lent to around 40 U.S. brewers. In addition, Samuel Adams has coached and mentored more than 6,000 small businesses, helping to create and save nearly 4,900 jobs across the U.S. Learn more about BATD here.
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