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Home » Road Trips

Can Beer and Disco Help Detroit?

Submitted by on March 31, 2011 – 6:00 amNo Comment

Image courtesy of Promote MichiganDetroit is known for many things: muscle cars, Motown, Ted Nugent and Eminem. Lately, it’s become more notorious as a city on the decline, with factories closed down, small businesses shuttered and residents leaving for good.

But there are bright spots in Michigan, its growing craft beer scene being one of them. According to at least one estimate, Michigan’s thriving brewing industry contributes more than $24 million in wages with a total economic contribution of more than $133 million. In terms of overall number breweries, microbreweries and brewpubs, Michigan ranks fifth in the nation, with more than 90 current licenses.

Atwater Block Brewery in Detroit’s Rivertown District (with another taproom scheduled to open in mid-2011) is one of those craft brewers bringing much-needed dollars to the Motor City. There are at least another handful of craft breweries and brew pubs in Detroit proper.

Atwater just announced that it will partner with a Detroit entertainment company for weekly “Dry-Hopped Disco” nights at its Rivertown location.

If you’re taking a Michigan Road Trip for Beer, this sounds like it would be a fun stop. Here’s the release from Liquid Table and Atwater (though I’m having a little trouble making the connection between 1970s disco and the 1990s rave scene. Call it a mashup, I suppose).

(DETROIT, Mich.) – In a unique move to bridge the gap between Detroit’s electronic music scene and its craft-brewing renaissance, Liquid Table Beverage Event Solutions is partnering with Detroit’s Atwater Block Brewery to host the first in a series of events called “Dry-Hopped Disco.”

The event will take place the first Saturday of each month inside the Brewery Taproom at Atwater, in Detroit’s historic Rivertown District. The warehouse-like space inside the brewery harkens back to the burgeoning rave scene in Detroit in the 1990s, the difference being the focus on hand-crafted local beers, brewed right on site.

“Many businesses cleared out of this neighborhood in the ‘90s to make way for the casinos,” stated Mark Reith, president of Atwater Block Brewery. “The abandoning of warehouse space just happened to coincide with the explosion of the electronic music scene here in Detroit. Our brewery seemed like a perfect fit for this type of concept.”

Cost of admission is a mere $5 to each event, held the first Saturday of every month from 8 p.m. to midnight, starting April 2. Atwater Block beers will be available at a featured price, and two guest DJs will play rare and obscure tracks from the Disco era. Attendees are encouraged, though not required, to dress in ‘70s garb.

“We wanted to do something different,” said Jon Piepenbrok of Liquid Table. “We are catering to two extremely passionate and active groups: the ‘Ravers’ and the ‘Beer Geeks.’ This is a chance to bring these two groups together in a fun, engaging environment, listening to world-class DJ performances while sipping on world-class craft beer.”

The first Dry-Hopped Disco will coincide with the release of VJ Black Imperial Stout, an 11% ABV monster, sure to help you lose the last of the winter chills. VJ stands for Vanilla Java, and this massive imperial stout is a stronger, hoppier, maltier version of the classic Vanilla Java Porter, and the first installment in the new Single-Batch Series from Atwater Block Brewery.

More information and details of the event can be found on the Liquid Table Facebook page.

Liquid Table Beverage Event Solutions is a wholly owned subsidiary of Detroit Liquid Culture LLC. Formed in 2010 by Jon Piepenbrok and Jason Peltier, Liquid Table focuses on producing and marketing beverage events, with a focus on local craft beer, mead, and artisan spirits, as well as providing beverage services on contract for in-home and private events. The company also offers trade services, such as on- and off-premise consulting, education, marketing, and brand management. More information will be available soon at www.liquid-table.com.

Atwater Block Brewery opened its doors in 1997 in Detroit’s historic Rivertown Warehouse District. Specializing in the classic styles of Germany, Atwater brews their award-winning beers for the consumer who wants a good beer.  With a tasting room located inside the brewery space, guests can immerse themselves in all aspects of the liquid in their glass. An additional taproom near the Foxtown District is planned for a mid-2011 opening. More information can be found at www.atwaterbeer.com.

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