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Sheraton and Maui Brewing Co. team up for Black Rock Lager

March 20, 2012 - Carla Tracy

The Sheraton Maui Resort & Spa is partnering with Maui Brewing Co. A resort hotel and a beer company, you say? Yes, for the creation of the Black Rock Lager, poured exclusively at the resort’s oceanfront pool bars and lounges.

“The lager is named after the legendary lava rock formation on Ka’anapali Beach which Hawaiians believe is one of three `uhane lele, a place where souls of the dead leap from earth into their ancestral spirit land and where only a person with great spiritual strength can enter that world and return,” according to the press release.

“The Black Rock Lager embodies its name by beginning with crisp yet shallow bitterness and slightly smooth and roasted malt flavors before rising to a heavenly floral and spicy finish. An American Dark Lager, the Black Rock Lager contains 5.5% alcohol and 25 IBUs.

Spectators may enjoy this “deceptively dark yet rewardingly refreshing craft beer while watching history come to life as the Sheraton Maui Resort & Spa reenacts the legendary Cliff Dive Ceremony every evening at sunset.”

“Having recently rejuvenated our guest rooms and public spaces, we are excited to enter in to this partnership with Maui Brewing Co.”, says Brandon Maeda, director of food & beverage at the resort.

“In its relatively young, yet rich and celebrated history, Maui Brewing Co. has established itself as an innovator and originator in its own right and we share a mutual respect and direction with one another as we put our culture and natural resources first, never compromise on quality, and promise to endure for some time to come.”

Maui Brewing Co. is renowned acros the Mainland for its handcrafted ales and lagers brewed with aloha. With a strong commitment to the environment and to truly local production, their mission is to make the highest quality craft beer using sustainable processes and local ingredients whenever possible. As Hawaii’s largest Craft Brewery, Maui Brewing Co. continues to brew 100% of its products on Maui.


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