Dodger Fans Try Fireman’s New Brew

While the Los Angeles Dodgers were beating the San Francisco Giants 2-1 at Dodger Stadium on Sept. 19, Fireman’s Brew Inc. was quietly launching a new beverage in the bleachers. Fireman’s Brew IPA, which stands for India pale ale, is the first new product from the Canoga Park brewery in nine years. David Johnson, chief operating officer, said that large corporate beer sponsors take most of the business at sports stadiums, so the best way Fireman’s could expand its sales was to offer another product at the few outlets that sell craft brews in the park. “We’ve been careful not to jump on bandwagons or styles that became popular for a season,” he said. “IPA is not a fad – it will be popular for a long time – and one of our best customers, Dodger Stadium, asked if we could do a can. That was a new package for us and we released it at one of best beer-drinking venues in Southern California.” The new brew comes in a 16-ounce can with an alcohol content of 6.5 percent. Since its debut it has rolled out in Total Wine & More locations in California, and during the winter it will expand to the chain’s 135 stores in the United States. The manufacturer suggests a four-pack of Fireman’s Brew IPA sell for $8.99. Since Fireman’s released its last beer, the craft brew industry has become one of the fastest-growing beverage segments, according to a report earlier this year by research firm IbisWorld. The report found that since 2006, sales have grown 400 percent and “thousands of new, independent breweries and brewpubs have entered the industry.” The report predicted “consumer demand for craft beer will remain robust over the next five years.” Firemen’s three original beers were named after female hair colors – blonde, brunette and redhead. The company didn’t follow that model for the IPA launch because it hopes this will start a new series of products, Johnson said. “There will only be three ladies,” he noted. “Three women are already too many to handle.” – Joel Russell