SweetWater Brewing launches in Colorado

ATLANTA–SweetWater Brewing Company today announced its expansion into Colorado. SweetWater’s West Coast style brews, including flagship 420 Extra Pale Ale and a newly launched year-rounder H.A.Z.Y IPA, will be available at bars, restaurants, and stores starting February 1, 2021.

SweetWater’s expansion into the first U.S. state to legalize recreational marijuana comes shortly after its November 2020 acquisition by Aphria Inc., a global cannabis-lifestyle CPG company.

Founded in 1997, SweetWater is based in Atlanta, Georgia. But according to SweetWater founder CEO Freddy Bensch, the brewery has always been inspired by Colorado, where Bensch attended college, studied environmental sciences, and held his first brewery job.

“Colorado has always held a special place in my heart. It’s where I first learned to brew beer and where I now live half of the year in Telluride. Because of my connection with the state, SweetWater has always had a Colorado vibe, from our West Coast style beers to our 420-friendly lifestyle and passion for the great outdoors,” said Bensch. “Having our flagship brews and new brands like H.A.Z.Y available throughout the state feels like coming home. Finally, we can pick up some 420s before hitting the slopes or river!”

SweetWater’s affiliation with cannabis isn’t limited to stoner-friendly beer names. In addition to 420 Extra Pale Ale, the brewery is famous for its G13 IPA, a beer that supposedly provides “an olfactory experience that mimics that of the G13 cannabis strain.” To achieve the aroma, SweetWater brewers used botanically sourced, strain-specific terpenes and married them with a propriety natural hemp flavor blend.

So is a THC-infused “beer” next on SweetWater’s agenda? Given the brand’s affiliation with cannabis and new Colorado home, it wouldn’t be a huge stretch. Stay tuned.

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