Central City Unveils Bold Storyline with Its New Series of Beers
Introduces Detective Saison first in a series of character-based beers
Surrey, B.C. – Central City Brewers + Distillers has unveiled a bold new mythical world filled with full-bodied drama and malty mystery for the launch of a series of character-based beers. A complete departure from the Central City brand that many have come to know, the new Central City world tells a tale of a post-industrial, mythical metropolis port town.
Central City is a once-rich township of honest, blue-collar citizens who are now governed by institutions run by old power and old money.
In a city where corruption and crime rule all, justice is brewing…
Detective Saison is the first character-based beer to be introduced, amidst the dirt and weeds sullying the streets of Central City. A breath of fresh air to the city’s moral compass, Detective Saison is a smooth, dry, classic French Saison-style wheat ale, balanced with a fine malt character and a spicy attitude with the added complexity of pink peppercorns. A witty intellect, Detective Saison has an iron constitution about right and wrong and her pursuit of truth and justice is unrelenting.
“This is the first time Central City has used character-based beers in our marketing and we feel this refreshed approach to our seasonal offerings will resonate with craft beer fans,” says Tim Barnes, Vice-President of Sales and Marketing at Central City Brewers + Distillers. “This is a fun new way to build intrigue, excitement, awareness and loyalty for our special release beers.”
A launch event is being held later this week to unveil Central City’s new storyline and Detective Saison. More characters will be revealed over the course of the season with each specialty beer release that will continue Central City’s gritty narrative. The story and characters themselves will live in the mythical world of Central City.
Detective Saison (6% ABV) will be available in draught and in 650 ml bottles ($5.20) and will be in BC liquor stores and finer private liquor stores in early March.
Visit www.centralcitybrewing.com for more information and follow Central City on social media: Instagram @CentralCityBrew, Twitter @CentralCityBrew, Facebook CentralCityBrewing.
About Central City Brewers + Distillers:
Central City is a craft brewery in the business of developing, producing and selling international award-winning premium craft beer and high quality distilled spirits brewed without compromise. Based in Surrey, British Columbia, CCBD was voted Canada’s Best Brewery of the Year in 2010 and 2012. Its Red Racer brand has become a cult icon among craft beer enthusiasts throughout North America. Founded in 2003 as a brewpub and liquor store in downtown Surrey, CCBD celebrated its 10th anniversary in 2013 with the grand opening of a brand new, 68,000 sq. ft. brewery and distillery on Bridgeview Drive. www.centralcitybrewing.com