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Perry's Majestic is introduced; called first U.S.-brewed organic beer.

Organic beers have been imported into the U.S. for some time, but the introduction of Perry's Majestic marks the first entry by a domestically-brewed organic.

The beer, which is brewed using only organically-grown barley and hops, is now available in "select markets across the nation." These include the New York, CT, NJ tri-state area; Denver, CO; Philadelphia, PA; Boston, MA; Chicago, IL; Washington, D.C. and MD, VT, VA and NC.

Mere's incredible interest in organic foods and products, not only because of their purity, but because they taste better," says Mark Butler, president of the Riverosa Company of NY, NY, makers of Perry's Majestic. "in creating Perry's we were simply out to make the best tasting beer we could, which led us to use the best ingredients we could find: organic barley and hops. These ingredients have produced a lager with a striking, full-bodied flavor and distinctive, copper color."

"From a marketing standpoint, we thought the time was right for the concept," adds Ron Zagha, Riverosa's chairman. "Top chefs and sophisticated restaurant-goers have a growing knowledge and appreciation of organic produce, poultry and meat."

"Discerning drinkers also know that the best tasting beers come from microbreweries," he said. "We think both these trends will help make Perry's a resounding success."

Riverosa says that it has gone to great lengths to insure the organic purity of the product. From farm to brewing and bottling," the company says, "strict measures are taken to insure that no pesticides, chemicals or caustic cleaning solutions are used."

"To attain "organic" status, the farms, storage silos, transport companies, malting house and brewery are all regularly inspected and certified by independent third party organizations," the company said, "including the Organic Growers & Buyers Association and the Organic Crop Improvement Association."

Riverosa says that before farms are certified "organic," they must prove that they have not used any herbicides or pesticides for three years and must agree not to use chemical agents on their current crops.

"Unlike other brewers who simply buy ingredients on the market," Butler says, "we actually had to launch an exhaustive search to find farmers who would agree to grow our organic barley and hops for us. It was a long process, but it was well worth it."

Butler is not new to the beverage business. He has worked in management capacities with several major wine and beverage companies, and is said to have been "instrumental in the success of both Snapple and Soho natural soda."
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Publication:Modern Brewery Age
Date:Sep 20, 1993
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