The Gelson’s Markets chain is getting into the craft beer business as it partners with a local brewery for a new summer brew. But don’t expect to buy a six pack at Gelson’s to enjoy at home later, because you’ll have to drink this new beer right at the grocery store.
The high-end market is now pouring Gelson’s Summer Blonde Ale at the chain’s wine bars, where customers can sit down and sip on wine and beers and order food from the bartender inside the store. The beer is a result of the store’s collaboration with El Segundo Brewing Company, which created the ale that is described by Gelson’s as having subtle floral and herbal spice notes and good a balance between maltiness and bitterness.
“It’s got a touch of sweetness, it’s very balanced and it will definitely please your typical non-IPA drinker. It’s just a very easy drinking summer Blonde Ale,” said Ray Brych, category manager of wine, beer and spirits at Gelson’s.
While the wine bars pour beers that are carried at the store, this is the first time the chain has collaborated with a brewery to create its own beer, which is only poured on tap. So, yes, if you buy it at the store you have to drink it at the store. But people can also get a taste of the same beer at El Segundo Brewing, where Brych said it is being poured under a different name; the Ballpark Blonde.
The Gelson’s Markets chain is now pouring Gelson’s Summer Blonde Ale at the chain’s wine bars. The beer is a result of the chain’s collaboration with El Segundo Brewing Company (Photo courtesy Gelson’s)
“They don’t can it or bottle it, they only have it on tap and it’s one of the best sellers in their tap room,” Brych said. “We were looking for something that wasn’t everywhere so it would be unique and exclusive to us,” he added.
The brewery made about 50 kegs of beer for Gelson’s. But the collaboration could continue for a while.
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“We would maybe like to do different flavor as we get into the fall, maybe an IPA, a Red Lager or something like that. We maybe even branch out and explore a little bit with some other local breweries,” Brych said.
The wine bars are located at Gelson’s across Southern California, including stores in Calabasas, Century City, Dana Point, Hollywood, Irvine, Long Beach and several other locations.