Posted May 12, 2014
Denison’s Weissbier rebranded as Side Launch Wheat
Collingwood, ON – Side Launch Brewing Co., who merged with Denison’s Brewing Co. in 2013, has finalized its new branding for Denison’s Weissbier – transitioning to its new identity as Side Launch Wheat.
“Many of you know that I have been working on something new over the last couple of years,” expresses Denison’s founder and Side Launch Brewmaster, Michael Hancock. “When the brewery of Victoria Street closed in 2003, I kept two of our beers alive, Denison’s Weissbier and Denison’s Dunkel, by having them brewed under licence at local breweries.”
Hancock adds, “This has worked out well. However, just as every chef wants his own kitchen, so does every brewery yearn for his own brewery again, or at least part of it!”
Denison’s Weisbier has for many years maintained its prominence in RateBeer’s Top 3 German-style Hefeweizens in the world. The Weissbier recipe will remain preserved from its original iteration brewed in 1989 at the Denison’s Brewpub in Toronto, ON.
In December 2013, Side Launch Brewing rebranded Denison’s Dunkel as Side Launch Dark Lager.
Brewing and production of both Side Launch Wheat and Dark Lager will fully transition to its new brewery at 200 Mountain Rd. location, approximately 8 minutes from Blue Mountain Resort, near the end of May 2014. A third brand, a pale ale, is slated to launch this summer.
Side Launch Wheat will be available in new 473mL cans launching soon at LCBOs across Ontario.