Brewery pays homage to Michigan, expands beverage options

Food & Drink

May 16

Founders Brewing Co. is paying homage to the Great Lakes state with the recent launch of MI P1LSNER. The beer is made using hops locally sourced from a farm in southwest Michigan and Lake Michigan-sourced water.

"Michigan is in our DNA – our home state and its people have given so much to us, and we wanted to provide a beer to share the love that we've always received from them. Most importantly, we wanted to create a beer specifically by Michiganders, for Michiganders, using Michigan-sourced ingredients – something that our local customers can be proud of," said Sandy Anaokar, Chief Marketing Officer, Mahou USA.

MI P1LSNER features a bready and honey aroma from the pilsner malt and herbal and light lemon notes from the hops. It was created to pair with life in Michigan— whether it's a day at the lake, watching a game, or relaxing after yard work.

With its distinct Water-Winter-Wonderland license plate design, MI P1LSNER is available only in Michigan retail stores and select bars, restaurants, event venues, and the Founders' tap room.

"When we started the design of MI P1LSNER, we wanted to ensure the packaging screamed 'Michigan,'" said Anaokar. "The Water-Winter-Wonderland plate is clearly a favorite of the Michiganders, and it feels like everyone is making the switch to the iconic plate since it was recently reintroduced."

While Founders is enthusiastic about continuing to roll out new and unique beers, the brewery has seen a growing interest in beer alternatives, including non-alcoholic beverages – particularly among younger customers. Founders continues expanding its product mix to meet that demand while staying true to its foundation in beer.

Earlier this year, Founders launched Hoppy Mood, the company's first non-alcoholic beverage. The product achieved notable success in Michigan, prompting demand in other states. In response, Founders plans to expand the distribution of Hoppy Mood to retailers nationwide.

"We understand the importance of creating new, exciting beverages for everyone to enjoy – and not everyone wants beer," Anaokar said.

Another popular non-beer offering is the gluten-free ginger lime hard ginger beer Devil Root, inspired by a Moscow Mule, and a cranberry version, Devil Froot, inspired by vodka cranberry. These high-alcohol-by-volume flavored malt beverages are made using pure cane sugar.

Founders is also now licensed to pour spirits and recently debuted several draft cocktails. They also serve wine by glass and cider from Fennville's Fenn Valley Vineyards and Traverse City's Bonobo Winery.

Founders anticipates introducing additional products that will continue to cater to diverse tastes and preferences, ensuring that there's something for everyone, whether they're craft beer enthusiasts or looking for alternative beverage options.