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(Courtesy Tröegs Independent Brewing)
Mad Elf Ale is a holiday tradition on the East Coast and this year Hershey, Pennsylvania-based Tröegs Independent Brewing has teamed up with Florida-based illustrator Joshua Noom to give the Mad Elf on the label an even more mischievous look.
This is the fourth time the brewery has reimagined its elf, but with a beer called “Mad Elf” how could they not?
“We have a history of reimagining the Elf,” says Tröegs brother Chris Trogner. “Mad Elf is a beer that really captures the holidays for so many people. And not just beer lovers. A lot of people who don’t regularly drink beer have a special connection with Mad Elf. This new art really captures what people love about it – it’s festive, nostalgic, and a whole lot of fun.”
“When it came to reimagining Mad Elf, there was definitely some pressure,” added Noom. “But working with the Tröegs team was great. We wanted an Elf that was friendly and fun. I like to picture him walking around the brewery, and he knows everybody’s name. I’m really happy with how it turned out, and I hope Mad Elf fans love it, too.”
(Courtesy Tröegs Independent Brewing)
Fueled on tree-ripened Bing, Lambert, Van and Royal cherries and local wildflower honey from The Happy Beekeeper in Carlisle, PA, Tröegs Mad Elf is a ruby red 11% ABV Belgian-style Dark Ale with restrained notes of cinnamon, clove and allspice.
And with the winter holidays approaching Tröegs is doubling down on all things ‘elf” and returning its bestselling Mad Elf Beer Cheese which they introduced last year.
Made with 100% Pennsylvania cow’s milk and Mad Elf Ale, this seasonal savory and sweet cheese is also tempered Hershey’s Natural Cocoa, freshly ground expresso coffee, cinnamon, nutmeg and clove. It’s available at GIANT food stores in the Pennsylvania, Maryland, Virginia and West Virginia, for delivery via Caputo Brothers Creamery or in person at Tröegs.
“We like to say that it’s not the holidays until you’ve had your first Mad Elf,” says Tröegs brewmaster John Trogner.
So maybe it’s time to go mad…
(All image credits: Tröegs Independent Brewing)
