Monday, April 01, 2013

New Electrolyte-filled Beer to Be Provided Free at Boston Marathon

In a groundbreaking new partnership announcement released today, the innovation lab at the The Boston Beer Company (who brews the famous Sam Adams beer) has revealed the results of their joint venture with the Boston Athletics Association to develop a single beverage that can be used during a race to hydrate, as well as after the race to celebrate. The new Harriest Indian Pale Ale (IPA), is said to be fortified with electrolytes such as sodium, magnesium, and potassium, as well as fish oil rich in Omega-3's. The name is derived from the Hash House Harriers, a club of "drinkers with a running problem" whose local Boston chapter provided daily test subjects over the last 12 months for the new concoction.

"It has a pleasant earthy flavor reminiscent of face-planting right on Bolyston Street," said BAA Race Director David McGillivray, "so even those who drink too much will get a taste of the finish line."

(The Boston Hash House Harriers provided testing for the new Harriest IPA)
"We put a lot of thought in developing a beer that could be easily chugged while running," explained Jim Koch, founder of The Boston Beer Company and 3:08 marathoner, "it is cask-conditioned to keep the carbonation down, but still has enough head to retain a beer mustache that can help you savor some electrolytes between aid stations. There are 150 calories in each bottle, so with a solid training regiment, it's possible to drink 1-2 of these bad boys per hour over the course of a marathon. Even if you overdo it, the flavor is light and hoppy, so it will taste good going down or coming up."

The idea for the new hydra-beer came from an impromptu brainstorming session between Mr. Koch, Mr. McGillivray, and Olympian/5-time 800-meter National Champion Nick Symmonds.

"Nick was coming fresh off his record-breaking Beer Mile (5:19), and was drinking us all under the table after a press event," said McGillivray, "His Olympic-caliber alcoholism was inspiring...seeing that dedication of training and his natural gifts in both running and drinking, I knew it was only a matter of time until extreme alcohol consumption would make it's way to endurance distance events. Plus it might level the playing field and give the non-Kenyans a chance to win Boston for once. We wanted to be first and make this happen for our runners, our Boston community, and America."


"To push limits like that, we needed better technology," explained Mr. Koch, "This was no different than all-weather track surfaces, custom-molded spikes, or other running technology that helped runners push the limits of human endurance. Jim and I looked each other in the eye, since both of us could only see out of one eye at that point, and knew we had to do it. We started working on it two days later when our hangovers finally subsided."

Mr. McGillivray also announced at the press briefing that new Boston Qualifying guidelines would include a Harriet classification for those who could finish a marathon in less than five hours while drinking 26 ounces of beer per hour. He stressed that these guidelines were quite challenging, and meant to screen out all but the top 10% of running alcoholics.

The Harriest IPA will make its debut at the Boston Marathon Expo, and will be available to all runners at aid stations along the course.  The beer will also be available to spectators along the course thanks to a large donation provided by The Unibrow Club, in exchange for Nick Symmonds getting a tattoo between his eyebrows to mimic the stylish look made famous by celebrities such as George Harrison, Bert from Sesame Street, and Noel Gallagher from the band Oasis.

(The new Nick Symmonds?)
"Spectating at a world-class event is really hard work, and requires keeping your hydration and electrolytes in balance for hours," said Mr. Symmonds, "just ask any of my 29,663 Twitter followers, many of who already have unibrows, and all of whom I know personally. I feel this is the perfect way to unite us all in brow hair, beer, and running."

[Happy April 1st, everyone!]

9 comments:

  1. Good stuff!

    Dude...not sure if you saw this, but Nick Symmonds just favorited your tweet! That's how I found this...

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    Replies
    1. That is SO cool. Nick is awesome. I'm a huge fan!

      And not just because he can clock a 5:19 beer mile, which is pretty damn impressive.

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  2. Last year after Boston I wandered around the finish area asking peeps where the beer tent was. No beer tent? $160 for a marathon and no beer tent? Unacceptable.

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    Replies
    1. I generally feel the same way. don't normally do races that don't feature beer tent . But at Boston this year, was rather glad there was no beer tent, so I had no reason to hang out post race

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  3. lol funny even to a non-runner!

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  4. Sam Adams does make a beer for the Boston Marathon called the 26.2 Boston Brew, available at the following locations:

    Where Boston 26.2 Brew is being poured:

    Note: Some bars & restaurants may hold their kegs until closer to Marathon Monday on April 15, 2013. Feel free to call ahead to confirm draft status.

    5 NAPKIN BURGER — 111 HUNTINGTON AVE, BOSTON, MA 02199-7610
    ANTHEM — 101 S Market St Boston, MA 02109
    ATLANTIC BEER GARDEN — 146 NORTHERN AVE, BOSTON, MA 02210-1802
    ATLANTIC FISH CO — 761 BOYLSTON ST, BOSTON, MA 02116-2603
    BERTUCCIS BRICK OVEN PIZZERIA — 22 MERCHANTS ROW, BOSTON, MA 021092-007
    BERTUCCIS BRICK OVEN PIZZERIA — 275 CENTRE ST, NEWTON, MA 02458-1651
    BILL’S HOUSE OF PIZZA — 753 BEACON ST, NEWTON CENTER, MA 024591971
    BOYNTON CAFE — 117 HIGHLAND ST, WORCESTER, MA 016092726
    BRITISH BEER COMPANY — 85 PROVIDENCE HWY, EAST WALPOLE, MA 020321513
    BUKOWSKIS — 50 DALTON ST, BOSTON, MA 021153129
    BULL FINCH PUB CHEERS BOSTON — 84 BEACON ST, BOSTON, MA 021083421
    CAMBRIDGE COMMON — 1667 MASSACHUSETTS AVE, CAMBRIDGE, MA 021381807
    CHEERS OF BOSTON — 29 QUINCY MARKET BLDG 1 FANEUIL HALL MARKETPLACE, BOSTON, MA 021091607
    CIGAR MASTERS — 745 BOYLSTON ST, BOSTON, MA 021162636
    CITY SIDE AT THE CIRCLE — 1960 BEACON ST, BRIGHTON, MA 021357701
    CONOR LARKINS GRILL — 329 HUNTINGTON AVE, BOSTON, MA 021154401
    CORNELL’S — HAYDEN ROWE ST RT. 85, HOPKINTON, MA 017482803
    CORNER PUB — 1 WUNION ST, ASHLAND, MA 01721
    DANTES ART BAR — 5 CAMBRIDGE PKWY STE B, CAMBRIDGE, MA 02142
    DILLONS — 951 BOYLSTON ST, BOSTON, MA 021153106
    DOYLES — 3484 WASHINGTON ST, JAMAICA PLAIN, MA 021302602
    E CARBONI S CAFÉ — 280 CEDAR ST 131052, HOPKINTON, MA 017481258
    ELEPHANT & CASTLE — 161 DEVONSHIRE ST, BOSTON, MA 021101402
    FIVE HORSES TAVERN — 400 HIGHLAND AVE, SOMERVILLE, MA 02144
    FOLEYS BACKSTREET GRILLE — 531 PEARL ST, STOUGHTON, MA 020721625
    HARVARD CLUB OF BOSTON — 374 COMMONWEALTH AVE, BOSTON, MA 022152801
    HOLIDAY INN — BEACON ST, BROOKLINE, MA 024463803
    ITALIAN AMER MILFORD — 4 HAYWARD FLD, MILFORD, MA 017571667
    JACOB WIRTH — 33 STUART ST, BOSTON, MA 021164723
    JERRY REMYS SPORTS BAR — 1265 BOYLSTON ST, BOSTON, MA 022153410
    JIMMY’S — 1653 BEACON ST, BROOKLINE, MA 02445
    LUCCA BACKBAY — 116 HUNTINGTON AVE, BOSTON, MA 02116
    MARRIOTT HOTELS & RESORTS — 110 HUNTINGTON AVE, BOSTON, MA 021165706
    MORSE TAVERN — 85 E CENTRAL ST, NATICK, MA 01760
    REMMINGTON’S — 124 BOYLSTON ST, BOSTON, MA 021164607
    SALVATORES — NORTHERN AVE STE 1112, BOSTON, MA 022102052
    SALVATORES — 555 WASHINGTON ST, BOSTON, MA 02111
    SEAPORT HOTEL — 1 SEAPORT LN, BOSTON, MA 022102013
    SMITH & WOLLENSKY — 101 ARLINGTON ST, BOSTON, MA 021165306
    SMOKEY BONES BBQ — 301 TECHNOLOGY CENTER DR, STOUGHTON, MA 020724723
    STADIUM — 232 OLD COLONY AVE, BOSTON, MA 021272403
    STODDARDS PUB — 48 TEMPLE PL. PIER SHIPYARD, BOSTON, MA 021111306
    T J SPIRIT’S — 355 W UNION ST, ASHLAND, MA 017211423
    THE BACK DECK INC — 10 WEST ST, BOSTON, MA 02111
    THE BLACKSTONE GRILL — 15 UNION ST, BOSTON, MA 021082406
    THE CAFETERIA — 279 NEWBURY ST, BOSTON, MA 02115
    THE FIREPLACE — 1634 BEACON ST, BROOKLINE, MA 024452101
    THE LAST SHOT – 559 WASHINGTON ST, STOUGHTON, MA 020724207

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  5. Hi,

    I currently operate www.gorunagain.com, a running blog for adult beginning runners. I recently came across your blog and liked what I saw.
    I see that you also focus on running and have a lot of experience. Next week I’m putting together a blog post about key tips for a beginning runner. Rather, than run through the usual list, about shoes, doctors, and don’t run too fast, I was hoping to get some more unconventional, but truly valuable ideas.

    If you have any tips to share, I would really appreciate it. I’ll be sure they are included in my post, and in return, I’ll be sure to give you and your blog credit for your contribution.

    Thanks in advance!

    Kris Wenzel
    www.gorunagain.com.

    ReplyDelete

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