Business

'Mills River' goes worldwide on Sierra Nevada labels

Sierra Nevada added 'Mills River, NC' to its label.

By Bill Moss, Published: May 17, 2014

As promised, Sierra Nevada Brewing Co. has put Mills River, N.C., on the map — or at least on its beer labels that ship nationwide and around the world.

The new labels started going on Sierra Nevada beer after brewers in Mills River matched the quality and taste of its Chico, Calif., parent and began shipping Pale Ale and Torpedo IPA out the door for retail distribution. The label change is simple but significant for the French Broad River valley farming community that was dry until 2007. "Sierra Nevada Brewing Co., Chico, CA & Mills River, NC," it says.
The Mills River brewery will hold a grand opening on Sunday, Aug. 3, the last stop on Sierra Nevada's coast-to-coast Beer Across America tour this summer.
The brewery has invited crafter brewers from across the county to join stops on the seven-city tour "for a truly monumental craft beer celebration."
"Since having 2,800 breweries at every stop is, well, impossible, we grouped different states into different regions and invited the breweries within those regions to the closest festival edition," Sierra Nevada says in a Q&A on its website. "We envision hundreds of breweries at each one."
Tickets to the Mills River event are $65, which entitles the visitor to a custom tasting glass, beer tastings, music by the MarchFourth Marching Band, which is traveling on the seven-city tour, "vitamin D courtesy of the sun and several hours of general revelry."
The festival is working with food trucks to provide food.
Sierra Nevada is investing the proceeds back into industry promotion.
"We're partnering with brewers guilds or other nonprofits in each host state and donating any festival proceeds to them," the company says. "These groups champion craft beer and its creators, and their efforts help keep your glasses full of the good stuff."
For more information or to buy tickets visit http://beercamp.sierranevada.com/faq/2426e209