Brooklyn Brewery is launching its Bel Air Sour ale in Australia, it’s available from today, and has revealed details of the Brooklyn Bel Air ‘Party Tartly’ Cocktail Cup that will run alongside the launch.

The cocktail competition, which is by invitation, is challenging bartenders across NSW and Victoria to create a Bel Air Sour ale cocktail using no more than five ingredients. The competition also requires entrants to promote their cocktail throughout November in a bid to secure a ‘money-can’t-buy Brooklyn experience’.

Speaking about the launch, Malt Shovel’s Head of Marketing, Kirsty Harding said: “Brooklyn’s Bel Air Sour was a small limited-edition brew, which rapidly became one of Brooklyn Brewery’s fastest growing core beers and the USA’s number three sour beer by value.

With the local growth of sours also exploding we’re excited to launch Bel Air sour as a new permanent addition to the Brooklyn Brewery range in Australia. Bel Air is a beer that is big on refreshment and captures what it means to be ‘Party Tartly’ – to be open, curious, and ready for the unexpected, and what could be more unexpected than launching it with a cocktail competition?”

On 9 December 2019, the Bel Air ‘Partly Tartly’ Cocktail Cup will culminate in a Brooklyn themed ‘Party Tartly’ Day Event, featuring DJ sets, flamingos, party shirts and Bel Air Creations, officially marking the launch of Bel Air Sour and crowning the first ever ‘Party Tartly’ Cup Winner.

The lucky winner will receive an all-expenses paid trip to New York City including flights, accommodation, a Brooklyn Brewery Tour, a Helicopter Tour of New York City, as well as a $4,000 cash prize. In addition the prize includes admission to Bar Convent Brooklyn – the premiere event for bartenders of New York City. Bar Convent Brooklyn will be held in June 2020.

To learn more about Brooklyn Bel Air Sour or the ‘Bel Air Partly Tartly Cocktail Cup’, contact your local Malt Shovel Hunter, Lion Sales Representative or Brooklyn Brand Ambassador – Miro Bellini.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

Leave a comment

Your email address will not be published. Required fields are marked *