Eastern Market Brewing Co. Lager asks: ‘Don’t raise your expectations too high.’ Like the Detroit Lions.
| Detroit Free Press
Eastern Market Brewing Co. might not have chosen a better (or worse?) Weekend to launch beer in tribute to the Detroit Lions.
The Lions are in a dilemma after losing 20-0 to short-term Carolina Panthers, their first loss in more than a decade. They are now 4-6, aiming to miss the post ason Sun and a possible regime change. All of those fans have switched to Houston Texans for a change in Thanksgiving.
Don’t enter Eastern Market Brewing Co., which is launching new and delicious beers left and right this year from its Detroit location and its Friendly Project taproom. Going into the Lions-Panthers game on Sunday, he announced the release of a new beer: “Sam Old Ledger,” a crisp,%. %% alcohol-by-volume laser with a simple request: “Don’t set your expectations too high.”
This could be the 8-bit version of what looks like the Lions legend Barry Sanders on the backdrop label of the Techmo Bowl football hasl field.
“This classic American lager is exactly what you’d expect,” reads Beer’s description. “Light, crisp and always leaves you wanting more. Just keep telling yourself ‘Next beer, it will be beer.’
Got it? It’s a play on Lions fans ’false hopes every year and Lager’s reputation in the craft beer community: crisp and clean, but lacking in bold flavors unlike other popular genres like IPA, Stutt and Wheat Alley. Yet, in the beer portfolio, lagers have a valuable place, just as the lover (like) lion does in our hearts.
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Sam Old Lager was made available in 4-packs for home delivery via www.peddler.delivery and to any of the Eastern Market Brewing locations: 2515 Riopelle St., 567 Leverronois in Detroit or Ferrandal Project. Another batch of “Same Old Ledger” is in the yeast and will be ready for release in December.
Update, 1:43 p.m.: Barry Sanders, whose resemblance appears to be used on the label for “Same Old Ledger,” Took to Twitter To express frustration and Eastern Market Brewing Co. Indicated that he would take legal action against them.
“I have no affiliation with this company, and they are using my image without any permission,” he said. “My legal team is working through the process to stop this as soon as possible. We apologize to any fans who have broken up.”
Although Sanders ‘name is not on the label or in the marketing of the beer, the Lions player on the label wears Sanders’ number 20 and looks like his 8-bit version.
Eastern Market Brewing Co. has not yet responded to a request for comment.
The spirits of Detroit writer Brian Manzulo cover craft alcohol for the free press. Contact her at: [email protected] and the Unt app, bmanzullo and Twitter, Brianmanzulo And PSpiritsofDET.
