America's first bottler of 12-ounce soft drinks billed as Double Colas is putting a harder edge to its beverage line with the introduction this week of its first alcohol product — Brewski beer.
Through its Cheers Beverages subsidiary, the Chattanooga-based Double Cola is now selling three versions of its new craft beer, which combines the brew name with the popular Ski drink line to produce "Brewski."
"One of the great things about Brewski is that you don't have to be a craft beer expert to enjoy it," said Gina Dhanani, president of Cheers Beverages who admits that she and her husband, Double Cola President Alnoor Dhanani, are not regular beer drinkers. "But I really like Brewski. Whether you like an easy drinking classic pilsner, a kick of hops in your pale ale, or a crisp citrus note, the Brewski trio has something to please all beer lovers."
The new beer, which is already available in local Food City stores and many convenience stores and retail outlets, should also soon be available on draft at local bars. The new craft beer is produced and packaged in St. Petersberg, Florida and distributed in Chattanooga by Crown Distributors.
The new beer line includes Brewski Classic Pilsner, Brewski All American Pale Ale, and Brewski Citrus SKI Infused Ale.
Dhanani said Brewski also will soon be sold in the Bowling Green, Kentucky and Evansville, Indiana areas and she hopes to eventually expand the brand nationwide. In coming months, hard seltzers will be added to the product line and eventually spiked sodas.
"Autumn is a great time for festivals and charity events throughout our footprint," said Dhanani. "Brewski wants to be a part of these efforts and we're looking forward to growing our already loyal fan base."
Double Cola began as the Good Grape Co. in 1922 in Chattanooga and became the Double Cola Co. in 1933 when it introduced 12-ounce bottles, which were twice the size of other sodas sold at the time.
Dhanai said the beer line in a natural extension for the company to become a full-line beverage company.
Just over half of Double Cola's sales are outside of the United States, but for Cheers Beverages is focusing only on the U.S. market for alcohol.
Contact Dave Flessner at email@example.com or at 757-6340.