We are bringing back our seasonal American Pale Ale, Automatic! Automatic is a modern pale ale with an ABV of 5.2-‐percent that features a prominent hop flavor and aroma. The beer appears hazy and straw colored with densely packed and persistent white foam. A mix of Mosaic and Crystal hops are used to create a delicate balance and give the beer an aroma that features a complex array of berry, citrus, herbal and pine notes.
“Automatic is meant to be light, refreshing and quite drinkable without falling into the common pitfall of ending up too thin, watery or insipid. No color malts were used, however, the relatively full mouthfeel is enough to support this heavily hopped beer,” says Co-Founder and Brewmaster Adam Beauchamp. “The flavor mirrors the aroma with a bit more earthiness and stone fruit, leading to a nicely balanced and moderately bitter finish.”
Once again, we collaborated with a local artist to design the can label. Athens’ painter, Michelle Fontaine was inspired by 1950s American popular culture as well as the origin of our facility – a former 1940s Chevy dealership and later the Snow Tire Company. The label she designed for Automatic has a classic automotive theme.
The name Automatic is a nod to the community in which we are located – Athens, GA. It’s a reference to the slogan of a local restaurant, Weaver D’s that inspired one of REM’s most prolific albums – Automatic for the People.
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