Andrew Lloyd Webber’s School of Rock is the latest Broadway show to create a craft beer for charity and partner with The Broadway Brews Project. A portion of the proceeds benefits Sing for Hope, a New York-based charity that brings the arts to those in need.
The Broadway Brews Project is an initiative put together by The Happy Hour Guys (Mark Aldrich and Jimmy Ludwig) to pair hit Broadway shows with local craft brewers, who brew a special one-off beer, themed in relation to the show for a charity of the show’s choosing.
Its first collaboration was with Hamilton to create Rise Up Rye, partnering with Gun Hill Brewing Company and benefiting Graham Windham, the non-profit organization in Brooklyn that strives to make a difference in families affected by abuse, neglect and delinquency, and the Eliza Project.
Read HOW HAMILTON’S BEER, RISE UP RYE, WAS CREATED
Aldrich adds, “We're very specific when we consider pairing a show with a brewery, and in this case it's a perfect match. Taking chances to make a difference for the greater good is what School of Rock and the beer are both about.”
A lushly layered Imperial Black IPA, School of Hops will only be available in cans at the Winter Garden Theatre concession and on tap and in cans at the Carton Brewing taproom.
A flavored seltzer called School of Pop was also created for those under 21.
Plans for future Broadway Brew collaborations are already underway. Visit TheHappyHourGuys.com or CartonBrewing.com.
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