Redhook’s Audible Ale sounds like one of those tired sports marketing gimmicks. At least that’s what I thought when I when the press release landed in my in-box, declaring Audible Ale the official craft beer of The Dan Patrick Show. OK, I find sports radio personality Dan Patrick to be one of the least obnoxious personalities of his genre. Apparently Dan Patrick and his in-studio team, The Dannettes were involved with everything from the beer recipe to the packaging and even the tap handles. I was about to dismiss this as yet another marketing pitch when a small fact suddenly caught my eye.
Audible Ale won Gold at this year’s World Beer Cup in the Classic English Style Pale Ale category.
I’m afraid my query to through Redhook’s public relations team was inconclusive. Asking my Redhook public relations contact for more specifics on Patrick’s contribution to Audible Ale, he assured me that Dan Patrick’s involvement “is far more than your standard endorsement deal. Dan Patrick was a Redhook fan before Audible Ale and he’ll be a fan after Audible Ale. One thing of which I can assure you is that he worked hand in hand with Redhook brewers and was, shall we say, very involved in product testing throughout the development process.”
Make of that as you will.
|Could Dan Patrick be leaving the broadcast booth
to start his own brewery?