TWO NEW BRITAIN COMPANIES TO BRING BACK ICONIC BEER BRAND
New Britain, CT - October 17, 2017 – Avery’s Beverages and Alvarium Beer Co. have teamed up to revive Cremo Beer, an iconic brand from the 1940’s and 50’s.
In it’s heyday, Cremo Beer, known as “Connecticut’s Best,” was popular throughout Connecticut and the surrounding states. “We are extremely excited that the famous Cremo Beer, which was a mainstay for generations of New Britain residents, can be enjoyed once again. Cremo conjures up a time period in our City when industry was in its golden era”, said Mayor Erin Stewart. “ It’s wonderful to see a long established business in our community – Avery’s Beverages – team up with Alvarium to revive Cremo and introduce it to a whole new generation of beer drinkers.”
“A few years ago, I discovered that the Trademark for Cremo Beer had been abandoned” said Rob Metz of Averys. “I thought it would be cool to try to bring back the Cremo brand. When the guys from Alvarium came along; I knew they would be the perfect partners to make Cremo a reality. Alvarium ended up locating their facility a couple blocks from where the old Cremo factory stood, which was further proof that it was meant to be” Metz said.
Chris DeGasero, Head Brewer for Alvarium was tasked with re-creating the Cremo brew which is billed as an ‘old-time sparkling ale’. “We're incredibly proud to help bring back Cremo to New Britain and, more so, to assist in redefining what ‘Cremo Beer’ is” said DeGasero. “Sure, we could have tried to search for one of the many original recipes and brought it back to the modern age, but we found it more fun and challenging to reimagine Cremo as a single beer; using ingredients that were commonplace at that point in time while marrying it to modern brewing practices.”
Alvarium is hosting a launch party for Cremo Beer on Saturday, October 21st from noon to 10PM. “I love the idea of people going to Alvarium to welcome Cremo back to New Britain and being able to taste a bit of Hardware City history” said Karen Hudkins, Director of the New Britain Industrial Museum.
Cremo Beer will be exclusively available at the Alvarium Brewery and taproom in New Britain, with future plans to distribute the beer to local bars and restaurants. Avery’s Beverages bottles and sells old-fashioned soda in New Britain, CT and Alvarium Beer Company manufactures “righteous craft beer” in New Britain, CT. For more information contact Rob Metz at 860-224-0830, or Brian Bugnacki at 860-357-2039, .