(Courtesy Tailgate Brewery)

If you’re in the beer biz, it’s no secret that traditional lagers are making a huge comeback and Nashville-headquartered Tailgate Brewery has embarked on a statewide program, built around its latest Helles Lager release, to teach retailers how to present a lager properly.

So what is a Helles anyway?

Well, first and foremost, it’s a lager…but a unique and distinctive one.

The Helles-style Lager was originally developed around Munich in the late nineteenth century by Bavarian brewers to compete with the hugely popular Czech Pilsner. The Germans feared they were losing their beer “cred” to the crisp and clean lagers from bohemia (that we commonly call Pilsners in the states) and the Helles Lager was their answer.

Although both beers can share a spicy hop bitterness that many associate with the classic Pils, traditionally the Helles Lager is a bit breadier and exerts more malt-forward characteristics than its Czech rival. Sometimes referred to as a “Munich Helles Lager,” this classic beer is medium-bodied, pours heady, and has a striking golden color.

Relatively young by European brewing standards, the “Helles” (which means “bright” in German) Lager was championed by and evolved out of the Spaten Brewery’s marriage of British, Bohemian, and German brewing techniques and made its debut in 1894.

TailGate Brewery’s latest Lager Projekt release is a traditional style 4.8% ABV  Helles Lager with a balanced bitterness, bright effervescence, and crisp finish.

“Our new Lager Projekt is a proper lager,” said TailGate Brewery founder and sole owner Wesley Keegan. “We’ve tasted it against every lager in the market. To make sure we get it right all the way through, we’re making a first-of-its-kind investment in retailers across the state who will help bring this beloved beer experience to Tennessee.”

And as part of its Lager Projekt campaign, TailGate Brewery will provide custom glassware, traditional side-pour draft handles, and brewery-led training to every bar and restaurant who adds their new Helles Lager to their draft menu, committing to crafting a perfect lager experience from brewhaus to glass.

“We’ve spent the time and expense to develop incredible lagers during the 5 years that this Lager Projekt series was running,” said Sales and Marketing Director Liz Tarry. “Lager Projekt is the penultimate offering from that series – condensing all of our team’s time and expertise into one recipe that we’ll bring out to retail partners across the state.”

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