Oskar Blues Brewery launches into their pairing with the leading name in action sports, Travis Pastrana’s Nitro Circus with the December 25th NBC airing of the Nitro World Games (3:30pm ET, check local listings). The
media partnership aligns the innovative and boundary pushing ideals at the core
“Action sports is about progression, pushing the envelope to go bigger, faster and farther than ever before,” said Pastrana. “When it comes to competition, I expect to see the best of the best going head to head, attempting tricks no one has ever seen before. With the Nitro World Games, we wanted to create an event that raised the bar and took action sports to the next level.”
Oskar Blues Brewery blew the doors off on the craft beer scene in 2002 kicking the status quo by stuffing their voluminously hoppy 6.5% ABV Dale’s Pale Ale in a can. The brewery continues to push the boundaries of what people expect from craft beer in a can by challenging the ABV, complexity and size of their craft beer offerings through 2006’s Ten FIDY Imperial Stout and this year’s 19.2oz. cans of the 12.9% ABV Barrel-Aged version.
Led by Dale Katechis, the Soul-Founder, Oskar Blues has spawned their own in-house bike brand, REEB Cycles, and developed the Oskar Blues REEB Ranch, a cycling inspired event space and accommodation destination on the edge of Dupont State Forest just down the road from their Brevard, North Carolina brewery. Oskar Blues’ creation of Burning Can (notjusta) Beer Fest and “REEBellion at the Ranch” events offer insight into a rider born core and craft beer inspired lifestyle.
Ryan Nyquist on his way to winning the 2014 Red Bull Dreamline event held at the Oskar Blues REEB Ranch.
Events and partners like the 2014 Red Bull Dreamline, which launched the Oskar Blues REEB Ranch, NASCAR with JR Motorsports and professional athletes including World Cup downhill racer Neko Mulally and Jeff Lenosky have continued to blur the lines between craft beer and the adventurous lifestyle.
The push continues with the current #GripADales social media activation. Oskar Blues challenges their fans to grab a Dale’s, do something wild and wacky, and then show off what’s left from the can. One lucky gripper will win a trip to Burning Can in Brevard (full contest deets).