New Beer Sponsorship Takes Stand Against Cancer

Sly Fox Brewing Company brews up partnership with Alex's Lemonade Stand Foundation

A few winters ago, after a freak ice storm hit the Philadelphia suburbs downing limbs and power lines, neighbor was out helping neighbor and that's when Mark Weinmann met Jay Scott. Scott, wielding a chain saw, came to the aid of his neighbor, Weinmann– the sales manager for an independent brewery– to remove some big trees from his property.

Fast forward to 2017– Weinmann is sales director for the Sly Fox Brewing Company, an award-winning independent brewery in Pottstown, Pennsylvania, Montgomery County, and Scott is a childhood cancer advocate having tragically lost his daughter Alexandra to the disease in 2004.

"Every year more than 250,000 new worldwide cases of cancer affect children under the age of 20," reflects Scott. "Despite this, childhood cancer research is vastly and consistently underfunded."

The two men hatched an idea for the brewery to creatively help the cause to find a cure for childhood cancer.

When life hands you lemons…

Scott is Co-Executive Director of Alex's Lemonade Stand Foundation , a national childhood cancer foundation dedicated to raising funds for research into new treatments and cures for children battling cancer. ALSF is headquartered in Bala Cynwyd, Pennsylvania, just thirty miles away from Sly Fox's Pottstown Brewery.

Named for Alexandra "Alex," Scott who, when she was just four-years-old, held her first childhood cancer fundraiser in her front yard and raised over $2,000 with a lemonade stand, Alex's Lemonade Stand Foundation (ALSF) has since raised more than $150 million.

Weinmann, part of the team that is re-energizing the Sly Fox Brewing Company brand with an exciting new portfolio, pitched the concept to Scott as a way to broadcast the ALSF message to new markets.

"Basically I floated the idea of Sly Fox brewing an authentic lemon shandy, a portion of whose proceeds could go to support Alex's Lemonade Stand Foundation," says Weinmann. "Craft beer drinkers are good people and ALSF is a local organization making huge strides."

A culture of giving back…

The Sly Fox Brewing Company is no stranger to brewing beer for a good cause. In 2015, Sly Fox partnered with Schuylkill River Greenways to brew a low-alcohol, hop-forward beer that pairs well with recreational activities. SRT Ale is a popular session ale that donates a portion of the proceeds from every case sold to the organization that supports, maintains and protects the Schuylkill River watershed.

"Brewing a tribute beer to the crown jewel of regional recreation was a natural for us," says Sly Fox brewmaster Brian O'Reilly. "The Schuylkill Watershed is vital to the work we do and Sly Fox is committed to supporting it."

O'Reilly and his brewing team were integral to the Alex's Lemonade Stand Foundation partnership as well and to the design of the upcoming beer.

"At first we talked about a shandy," recalls O'Reilly. "We did a ton of experimentation with lemon, tested dozens of flavor samples, and eventually settled on a putting a new spin on a traditional style."

Sly Fox Alex's Lemon Wheat Ale is a citrus-infused hefeweizen that the brewery will distribute in 12oz cans and on draft starting this spring.

Sly Fox elected to brew with natural lemon oil and lemon zest instead of an extract, typically cloying or soda, that adds sugar to the process. The brewers evaluated aroma and flavor to develop the most natural, refreshing and flavorful result.

"Americans often enjoy hefeweizen with an orange or lemon slice, so the recipe made sense," adds O'Reilly. "It was our goal to produce the most natural and authentically delicious ale for the Alex's Lemonade Stand Foundation partnership. I think people are really going to enjoy this inspirational beer."

The big reveal…

Each year ALSF hosts the Lemon Ball fundraiser where supporters of the Foundation come together at a formal yellow tie event for a night of amazing auctions, stories shared by childhood cancer heroes, memories of Alex and her inspirational legacy, honoree presentations, fabulous food and dancing. In 2018 the ALSF Lemon Ball raised over $800,000 and was attended by more than 850 guests including prominent business executives, local celebrities and Alex's family and friends.

On January 13, 2018 at the 12th Annual Lemon Ball, attendees were also treated to a Sly Fox Beer Stand and the announcement that the brewery's Alex's Lemon Wheat Ale will be released in the spring and that Sly Fox will donate a portion of the proceeds for every case sold back to the Alex's Lemonade Stand Foundation.

Alex's Lemonade Stand Foundation is the living embodiment of Alex's spirit of determination and hope.

"Like Alex, we believe that every person can make a difference,” adds Weinmann. "Together, we can bring about a cure. Please join us in making lemons into lemonade by drinking Alex’s Lemon Wheat Ale!”

FAST FACTS

• Alex’s Lemonade Stand Foundation is in its twelfth year, raising more than $150 million to date

• Sly Fox debuted Alex’s Lemon Wheat Ale at the Twelfth Annual ALSF Lemon Ball on Saturday, January 13, 2018

• Alex’s Lemon Wheat Ale is a citrus-infused hefeweizen, releasing on draft and in 12oz cans this spring

• A portion of the proceeds from every case sold will be donated by Sly Fox to Alex’s Lemonade Stand Foundation