Green Man & Luella’s BBQ throw party today for new collaborative brew

Press Release

From Green Man Brewery:

Asheville, NC—August 1, 2014—Luella’s Bar-B-Que is celebrating its 5-year anniversary at their current Merrimon Avenue location with the release of a collaboration beer with Green Man Brewery. Through this joint effort they will celebrate their gratitude to each other, and to the Asheville community— and what better way than with high-quality grub and a meaningful “cheers!”

Collaboration beers are an emerging trend. No matter the nature of the partnership, the motive is typically the same: local businesses value and embrace their neighbors, counterparts, and even their competition. The unique partnership between Luella’s and Green Man confirms the trend’s presence in Asheville. Although the restaurant and brewery scene was far less developed when Luella’s bought their first kegs of Green Man, they both managed to grow despite the challenging economic climate. While Luella’s relocated to a more established location on Merrimon Avenue for an opportunity to expand, Green Man underwent positive changes under Dennis Theis’ new ownership.

As Asheville’s second oldest brewery, Green Man was the first to stake claim on Asheville’s South Slope. With its 30-barrel production system on Buxton Avenue, they have grown to become an anchor in Asheville’s craft beer industry. Since their initial bottle release on St. Patrick’s Day, 2012, Theis has been continuously growing recognition for Green Man’s flagship beers throughout North Carolina, Tennessee, and South Carolina and is looking towards Florida, Georgia, and Virginia next.

As one of their first restaurant accounts, Jeff Miller, Luella’s proprietor, helped spur Green Man’s success in alternative venues. Not only has Miller helped Green Man’s growth through conveying the importance of tapping beer in local eateries, but he has also been experiencing a considerable amount of growth himself. “Ever since the relocation to Merrimon, operating Luella’s has been like holding on to a rocket. We were embraced by the community from day one and each year our audience grows substantially. We have remained focused on offering authentic hospitality, traditional Southern comfort food and great value,” Miller said. While growing Luella’s Bar-B-Que, Miller has worked hard to improve the Asheville restaurant community, serving 4 years on the Asheville Independent Restaurant Board and the community as a whole by being proactive in the local philanthropic scene. “One of Luella’s guiding principles is community stewardship,” he explained. “There are many ways to feed the community.  It’s not just about comfort food and local beers, we’re here to provide for the city schools music and arts programs, the food bank and countless other organizations.  The health and vitality Luella’s depends upon that of its neighborhood – it’s all connected”

When Luella’s manager, Pablo Gomez, and Green Man’s specialty brewer, Mike Karnowski, met to discuss their intentions for the celebratory brew, they knew they wanted to achieve something to showcase both their culinary and brewing talents. The consensus resulted in a Vienna style Lager, dubbed “Disco-Peach,” featuring 30lbs of cornbread and 200lbs of smoked peaches. The cornbread was added in the early brewing stages to represent a typical Luella’s side dish, but also to add a subtle toasty note. Later, the smoked peaches were added to showcase the smoky flavor generated by Luella’s primary cooking technique.

Those inspired by this unique partnership are invited to congregate at Luella’s on Thursday, July 31^st, to experience a true “Tap Takeover.” Green Man specialty, seasonal, and limited release beers rarely emerge from any tap handles outside “Dirty Jack’s,” Green Man’s brewpub on Asheville’s South Slope; however, on this special Thursday, in addition to ESB and Porter, which are staples at Luella’s, they will also be pouring Gose 2/11 (an unfiltered sour wheat beer), Amigo Del Diablo XX Pale (an extra pale, extra strong, and extra hoppy ale), and Leaf Blower (Green Man’s most recent release). 

However, those excited to sample this innovative brew are invited to gather at Green Man on August 1^stfor the official release of “Disco-Peach.” Starting at 4pm, “Disco-Peach” and Luella’s original “Smoke-Stack” (a pint glass filled with baked beans, cole-slaw, BBQ, and topped off with a chicken wing) will be served as a $10 combo to patrons.