This One's for the Cause

Microbrewery Launches Unforgettable Ale to Benefit Alzheimer Cause

WATERTOWN, Mass., June 13, 2012 /PRNewswire-USNewswire/ -- White Birch Brewery, a microbrewery in Hooksett, New Hampshire is launching a special edition beer to raise awareness and funds for Alzheimer's research and programs. The brew, called "Unforgettable" is benefitting the Alzheimer's Association, Massachusetts/New Hampshire Chapter.

"A few members of our team have had family members who were affected by the disease. If we can raise a pint to help promote awareness for a good cause, we are happy to help. Memories are supposed to last a lifetime," said Brian Parda, director of sales and marketing at White Birch.

The release date for batch one is Friday, June 15th at the brewery only, from 6-8 p.m. There will be a meet and greet with the NH Live Free or Die Team who will ride in the Alzheimer's Association Memory Ride for Research, a fundraising cycling event. Details for the release event are at www.whitebirchbrewing.com.

Batch two is slated for Saturday, July 14th at the Southern New Hampshire Brewers Festival and will also be available at top retailers throughout Massachusetts and New Hampshire, according to the team at White Birch Brewery. It also coincides with the Memory Ride, which routes through both Massachusetts and New Hampshire.

"It's a unique collaboration," said Betsy Fitzgerald-Campbell, vice president of communications at the Alzheimer's Association, MA/NH Chapter. "We want to reach as broad an audience as possible about the impact of Alzheimer's, and this opens up a new, younger audience. It's a group that may be concerned about their parents or grandparents—or even thinking ahead in their own lives." The Brewery's commitment to the cause is impressive, she said. "It's personal for them."

More than 5.4 million in the U.S. have Alzheimer's, according to the Alzheimer's Association.

The brewers describe Unforgettable as a "single-hopped IPA featuring Warrior hops," labeled with the Alzheimer's cause color, purple. A limited edition glass, available at the brewery is also being sold to benefit the cause. For beer connoisseurs, the beer carries "an upfront punch of tangerine and other mild tropical fruit on the nose, with a good amount of back end bitterness."

White Birch Brewing was founded in 2009, making beer 15 to 20 gallons at a time. They rapidly grew to about 3 barrels, or 93 gallons, by the summer of 2010. Currently, they brew at a 7 barrel capacity. They produce their own interpretations of Belgian styles, barley wines and wild ales, among others. Each batch is unfiltered, unpasteurized and traditionally made.

The Alzheimer's Association is the largest national voluntary health organization dedicated to providing care and support for those affected by the disease, as well as advancing research into causes, treatments and cures.  In MA/NH, programs include a 24/7 Helpline at 800-272-3900, support groups, education programs for families and training for health care professionals. For information visit http://www.alz.org/MANH.

SOURCE Alzheimer's Association, Massachusetts/New Hampshire Chapter

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