2,100 cases of Atwater Brewing Co.’s Dirty Blonde Ale will be reaching SXSW just as the Detroit-based brewery is in the final planning stages of an 80,000-square-foot brewing facility in Austin.  The Detroit-based brewery has been around since 1997, but out of state distribution on this level is new to the company.

Atwater Brewery owner and CEO, Mark Rieth: “We knew that launching our beer in the Austin market needed to be done on a big scale; I don’t think it gets any bigger than SXSW.” 

Born in Detroit. Consumed in Austin. The brewery is sending over 50,000 cans of their most iconic brand, Dirty Blonde, to distribute to some of the largest music and interactive events in the city. Cans sell in Austin and Atwater wants to embrace that. Atwater is co-sponsoring with major partners such as Adobe, Converse, Under Armor, Kraft, and many more. Some of the larger venues, such as The Brooklynn Vegan, The Fresh Catch, Hangar’s, and Brixton Pub contacted Atwater immediately and bought out the Dirty Blonde to be sold exclusively at their SX events.

Events calendar (interactive)

Razorfish is hosting its annual interactive “geeked out” campground with music, food, Atwater Cornhole and Atwater Dirty Blonde beer!

  • #UseMeLeaveMe + Adobe Friday Happy Hour
    • Friday, March 7, 5:00-9:00PM

o    4:00pm: Live Music by Astronautalis
5:30pm: P. Terry’s Burger Stand Food Truck
6:00pm: Live Music by The Crashing Suns
Sponsored by Adobe + Atwater Brewery + Elias

#UseMeLeaveMe + Adobe Saturday Happy Hour

  • Saturday, March 8, 5:00-9:00PM
  • 4:00pm: Live Music by Jericho
    5:30pm: Roppolo’s Pizzeria Food Truck
    6:00-8:00pm: Live Music by Other Lovers
    Sponsored by Adobe + Atwater Brewery

Tech + Music + Drinks = Best Algorithm Ever

If you want to geek out, rock out, meet up, or drink up, check out our Digital Campground of Airstream trailers and a Quonset hut.

  • ·           Tech demos and presentations
  • ·           Free happy hours every day
  • ·           Free concerts every night
  • ·           Games, karaoke, challenges, and more

Events calendar

  • #UseMeLeaveMe + Adobe Friday Happy Hour
    • Friday, March 7, 5:00-9:00PM

o    4:00pm: Live Music by Astronautalis
5:30pm: P. Terry’s Burger Stand Food Truck
6:00pm: Live Music by The Crashing Suns
Sponsored by Adobe + Atwater Brewery + Elias
RSVP for event

  • SweatXSouthwest Armour3.9 Community Run
    • Saturday, March 8, 9:00AM-1:00PM

o    Sponsored by MapMyFitness + Under Armour
RSVP for event

  • #UseMeLeaveMe + Adobe Saturday Happy Hour
    • Saturday, March 8, 5:00-9:00PM

o    4:00pm: Live Music by Jericho
5:30pm: Roppolo’s Pizzeria Food Truck
6:00-8:00pm: Live Music by Other Lovers
Sponsored by Adobe + Atwater Brewery
RSVP for event

  • SweatXSouthwest #IWILL Austin Boot Camp with Armour39
    • Sunday, March 9, 9:00AM-1:00PM

o    Sponsored by MapMyFitness + Under Armour
RSVP for event

  • #UseMeLeaveMe Meet & Beat Razorfish Happy Hour
    • Sunday, March 9, 3:00-10:00PM

o    2:00pm: Coolhaus Ice Cream Truck
2:00pm: #UseMeLeaveMe Bike Scavenger Hunt
3:00-6:00pm: Cornhole Competition
4:00pm: Live Music by Cord Carpenter Band
5:30pm: Chi’Lantro Food Truck
6:00-8:00pm: Live Music by The Band of Heathens
Sponsored by Razorfish + Atwater Brewery + Qualcomm
RSVP for event

  • SweatXSouthwest Motor Monday Ride
    • Monday, March 10, 10:00AM-1:00PM

o    Sponsored by MapMyFitness + Under Armour + Adobe
RSVP for event

  • #UseMeLeaveMe + Adobe Aloe Blacc Pre-Release Party
    • Monday, March 10, 8:00PM-2:00AM

o    8:00pm: East Side King Food Truck
10:00pm: Live Music by Aloe Blacc
Invite-only. RSVPing does not guarantee entry.
Sponsored by Adobe + Atwater Brewery
RSVP for event

  • #UseMeLeaveMe + SingTrix Tuesday Happy Hour
    • Tuesday, March 11, 5:00-9:00PM

o    5:00pm: Coolhaus Ice Cream Truck
6:00pm: SingTrix Karaoke Tournament
Sponsored by Razorfish + Humble + SingTrix + Atwater Brewery

  • ·         ·  Sunday, March 9, 3:00-10:00PM

2:00pm: Coolhaus Ice Cream Truck
2:00pm: #UseMeLeaveMe Bike Scavenger Hunt
3:00-6:00pm: Cornhole Competition
4:00pm: Live Music by Cord Carpenter Band
5:30pm: Chi’Lantro Food Truck
6:00-8:00pm: Live Music by The Band of Heathens
Sponsored by Razorfish + Atwater Brewery + Qualcomm

About The Author

Hayden Walker
Executive Editor | Co-Publisher
Google+

Hayden Walker is the Editor in Chief and Director of Operations for Austin Food Magazine

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