Brooklyn Brewery Bel Air Sour Party Tartly

Brooklyn Brewery launches Bel Air Sour ‘Party Tartly’ Cocktail Cup

October 17, 2019
By Alana House

Brooklyn Brewery is launching its new Bel Air Sour with a ‘Party Tartly’ Cocktail Cup.

The Brooklyn Bel Air ‘Party Tartly’ Cup is a by invitation cocktail competition that will challenge bartenders across NSW and Victoria to flex their mixology skills with a less than traditional ingredient – sour beer.

Competitors are invited to create an original Brooklyn Bel Air Sour ale cocktail using no more than five ingredients; then promote their drink during the month of November in venue and online.

On December 9, the Bel Air ‘Partly Tartly’ Cocktail Cup will culminate in a Brooklyn themed ‘Party Tartly’ Day Event, featuring 70s inspired 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.

Ahead of the event, the top three entrants in both NSW and VIC will be selected, and interstate competitors will be flown to Sydney where their Bel Air cocktail will be showcased at the Brooklyn-inspired rooftop party.

The 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 $4000 cash prize. They will also have the chance to rub shoulders with New York’s finest bartenders with admission to Bar Convent Brooklyn – the premiere event for bartenders of New York. Bar Convent Brooklyn will be held in June 2020.

Brooklyn Brewery Bel Air Sour Party Tartly

“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 No.3 sour beer by value [US IRI, Aug 19],” said Kirsty Harding, Head of Marketing – Malt Shovel .

“With the local growth of sours also exploding [210KL MAT, +574% vs YA – AUS IRI, Jul 19] 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 Entries now open for the inaugural 2019 Brooklyn Bel Air Sour ‘Party Tartly’ Cocktail Cup! competition.”

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

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