OCTOBER 28, 2002 — The Redhook Ale Brewery of Woodiville, WA and Mervin Manufacturing of Seattle, WA will be working together to promote Redhook’s seasonal Winterhook Winter Ale roll out and to merchandise Redhook beer displays with Lib Technologies snowboards and “Commit Random Acts of Toasting” promotional material.
“Specialty beer drinkers appreciate the high alpine lifestyle and regularly enjoy a cold one (or 2 or 3) after a day in the mountains,” reports Redhook Marketing Manager Nelson Jay. “We asked our wholesale and retail customers what kind of support they wanted to see from Redhook for the winter and they screamed for snowboards.” The partnership with Mervin stemmed from talking with Greg Hughes, director of sales at Mervin, at a snowboard show at the Redhook Brewery in Portsmouth, NH last year. “Mervin’s commitment to technology and art in the manufacturing process closely mirrors Redhook’s brewing philosophy,” adds Jay. “We were talking with Greg about how we make the beer and who our customer is — it became crystal clear that we are trying to reach the same people.”
Promotional material includes 500 limited edition Redhook “Random Toaster” snowboards with eye-popping art by renown Lib Tech rider and artist Jamie Lynn, “Practice Random Acts of Toasting” display enhancing easels, T-shirts, posters and table tents plus a Know Your Board, Know Your Beer consumer sweepstakes (where legal). Redhook and Mervin are offering consumers a chance to win a three day trip for two people to Seattle for behind the scenes tours of Redhook brewery and Mervin Manufacturing, where the winner will make a custom Lib Tech snowboard. Contest runs November 1, 2002 through January 31, 2003.
“The folks at Redhook are totally committed to brewing high quality American beer, just as we are committed to building state-of-the-art boards here in the USA,” adds Pete Saari, vice president of marketing at Mervin. “Since Redhook was born here in the Pacific Northwest we asked Jamie Lynn if he’d be interested in submitting a design for the Redhook board. The design is pure Jamie and the Redhook crew went nuts for it.”
The promotional partnership with Mervin Manufacturing brings something of value to Redhook’s retailers. They are able to offer their customers excitement at point of purchase plus an opportunity to win a trip to Seattle. “Pete and his design crew put together all the support material for this program — it’s authentic and looks much cooler than if us beer geeks had tried to design a snowboard. There’s a reason we’re in the beer business,” remarks Jay.
The Redhook Ale Brewery was founded in Seattle, WA in 1982. It produces traditional top-fermented ales at two company owned breweries in Washington State and New Hampshire. Redhook brews Redhook ESB, Redhook IPA, Redhook Blonde Ale, Blackhook Porter, draft NITRO Blackhook and three seasonal products, Winterhook Ale, Nut Brown Ale and a summer beer. Redhook is distributed in 48 states and Japan and is traded on the NASDAQ exchange under the symbol HOOK.