Ale Asylum Coming to Illinois Next Month

Discussion in 'Great Lakes' started by PlayaPlaya, Jan 6, 2014.

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  1. PlayaPlaya

    PlayaPlaya Zealot (631) Sep 19, 2012 Illinois

    Story from BeerPulse:

    The Illinois craft beer market is poised to get even more exciting on Jan. 6 when brewery Ale Asylum launches statewide with distributor partner Wirtz Beverage Illinois. Tapping into a new market, it will be the first time the well-loved and widely sought-after Ale Asylum is available outside of Wisconsin. The Madison-based producer is the state’s fastest growing brewery. Its flavorful craft beers are also among the state’s best-selling brands.
    “In Wisconsin, Ale Asylum is flying off the shelves. And, it’s not uncommon to hear of people making special trips there just to get it,” said James Wirtz, Craft Beer Specialist, Wirtz Beverage Illinois. “The company has this great dichotomy: edgy yet traditional, rebellious yet professional. It’s what makes them exciting, unique and at the same time so consistent. People love that and we think beer drinkers in Illinois will be equally enthralled!”

    Setting out to change the way beer was tasted, perceived and experienced, brewmasters and entrepreneurs Otto Dilba and Dean Coffey founded Ale Asylum in 2006. From the start, the pair insisted upon using all-natural ingredients and traditional approaches coining the motto ‘Fermented in Sanity’ to explain their brewing philosophy. The founders also design the beer’s labels using their signature “tattoo test” method, meaning if it wouldn’t make for a cool tattoo it simply isn’t good enough. Quickly, the company amassed a strong following in Madison and Milwaukee selling thousands of barrels annually. Ale Asylum launched statewide in Wisconsin in 2012. To meet growing demand, the brewery recently settled into an expansive new facility, doubling production without sacrificing its high-standards.

    “We don’t make malt beverages, we make beer: traditional, delicious, well-made beer,” said Ale Asylum founder Otto Dilba. “We do it all ourselves, from producing to packaging. It’s about quality and consistency and we’ll be damned if either are compromised. So we’ll continue to do it, no matter how much we grow, to ensure a great beer every time.”

    “Wirtz Beverage has that same hunger, commitment and passion,” continued Dilba. “Already, the company is a tour de force in the craft beer industry, because they do things right. With Wirtz Beverage, it’s also all about quality and consistency.”

    Come February, the following Ale Asylum craft beers will be available statewide in Illinois both in bottle and on draft:

    HOPALICIOUS – Hopalicious is the company’s flagship beer. Eleven separate additions of cascade hops give this American pale ale its lush citrus aroma and bold hop flavor, 5.8% ABV.

    AMBERGEDDON – With a fury of hop flavor and a hint of malt backbone, this west coast amber is part ale, party sensory eruption and all American, 6.8% ABV.

    MADTOWN NUTBROWN – The nutbrown ale is velvety smooth with a rich caramel aroma. Seven different malts provide just the right touch of sweetness with a creamy finish, 5.5% ABV.

    BEDLAM! IPA – A chaotic blend of Citra hops and Belgian-style yeast gives this Belgian IPA an aroma of summer fruit with a bright hop presence and plush finish, 7.5% ABV.

    In the year ahead, Ale Asylum will continue to release new seasonal and year round artisanal selections. Those offerings will roll out in Illinois and Wisconsin on a by-state basis.
     
  2. jtg5678

    jtg5678 Zealot (596) Nov 27, 2012 Illinois
    Trader

    Awesome, I really enjoyed Hopalicious when I had it.
     
  3. Stevedore

    Stevedore Grand Pooh-Bah (5,096) Nov 16, 2012 Oregon
    Pooh-Bah Trader

    Mmmm Hopalicious is my favorite local APA. And Bedlam is delicious. Illinois is getting a good one.
     
  4. nickMB

    nickMB Savant (1,130) Nov 17, 2009 Illinois
    Trader

    I was just thinking about how Chicago didn't have enough access to hoppy beers.
     
  5. GonkDroid

    GonkDroid Devotee (319) Apr 30, 2011 Illinois

    My wife and I love Hopalicious. It's going to be weird to travel to Wisconsin and not come back with a case of it.
     
  6. offthelevel_bytheplumb

    offthelevel_bytheplumb Maven (1,277) Aug 19, 2013 Illinois

    My buddy who lives in Madison has been my Ale Asylum mule for a while. So excited to hear about this!
     
  7. MarcatGSB

    MarcatGSB Initiate (0) Jan 8, 2011 Michigan

    Hmm. If I were a young brewery in the Midwest, Chicago is the last market I would expand into. yah it's huge, but shelf space is tough, competition is fresh and abundant, and the consumer is educated and willing to explore. If you arent' spot on from day one, they'll move on. I'd attack Twin Cities, Des Moines, Indianapolis, and...Toronto!
     
    ppohio, danimalarkey and DLDlulz like this.
  8. forrestbetts

    forrestbetts Zealot (551) Nov 29, 2007 Illinois

    Sorry, this beer will sit on the shelves. It will then slowly disappear much like six point and other average, out of state breweries.
    Cheers.
     
  9. JMN44

    JMN44 Pundit (809) Sep 19, 2013 Minnesota

    I agree Ale Asylum should have gone to the Twin Cities first. I know Ale Asylum plans on coming to MN sometime and think now is a good time before the TC market becomes much more competitive like Chicago is now.
     
  10. offthelevel_bytheplumb

    offthelevel_bytheplumb Maven (1,277) Aug 19, 2013 Illinois

    You would say that, guy from Minnesota.:wink:
     
    blue-dream likes this.
  11. Ri0

    Ri0 Initiate (0) Jul 1, 2012 Wisconsin

    Except that AA is a much better price than Six Point.
     
  12. nickapalooza86

    nickapalooza86 Initiate (0) Feb 23, 2010 Wisconsin

    Price and beer...
     
    Ri0 likes this.
  13. nickapalooza86

    nickapalooza86 Initiate (0) Feb 23, 2010 Wisconsin

    On a different note, saw on Facebook Bedlam will be going year round! I am extremely excited about this.


    Just leave the Bedlam on the shelf for everyone else, totally crappy beer. Enjoy your "awesome in state beer". State lines are so irrelevant, Madison is a few hours away, as far as the country goes that is pretty damn local to regional if ask me. Give them a shot and don't shoot them down before you see what they have to offer!

    Cheers

    Nick
     
    offthelevel_bytheplumb and Ri0 like this.
  14. Ri0

    Ri0 Initiate (0) Jul 1, 2012 Wisconsin

    This is what I have been waiting for. They have had some very nice limited brewery tap releases. Can't wait for some of those to hit the bottle.
     
    nickapalooza86 likes this.
  15. kurt25

    kurt25 Initiate (0) Mar 16, 2009 Illinois

    Going to my local beer store instead of all the way to Madison for Ambergeddon and Bedlam is good news to me.
     
    nickapalooza86 likes this.
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