Crosby Hops & Silver City Brewery Partners with Rock On for Sweet Relief Musicians Fund

A new partnership in the brewing world has been established to raise money for a worthy musician charity. Crosby Hops and Silver City Brewery have come together to brew Rock On, the first-ever beer collaboration benefiting Sweet Relief Musicians Fund, which provides financial assistance to musicians and music industry workers.

Sweet Relief dates back to 1993 when singer-songwriter Victoria Williams was diagnoses with multiple sclerosis. This diagnosis sidelined her promising musical career but at the time, a handful of musicians came together to record a handful of her songs for the Sweet Relief: A Benefit for Victoria Williams, benefit album.

For the Rock On, this project brings together the brewing skills of Silver City Brewery and the hop knowledge of Crosby Hops. Silver City Brewery will provide the open-source recipe for Rock On Crafted Lager, a light, crisp, and crushable lager. Crosby Hops is providing the hop bill of Amarillo®, Centennial, Chinook, Idaho 7®, and Sterling.

Then MxPx, the renowned pop-punk rockers from Bremerton, Washington are turning up the dial to get the word out.

“The good folks at Crosby truly care about the music community and we couldn’t be more grateful to be the beneficiaries of this amazing campaign,” said Aric Steinberg, EVP-Development/Artist Relations, Sweet Relief Musicians Fund, in a statement. “All of the proceeds will help us provide emergency assistance to music industry professionals in desperate need. Thank you to Crosby, Silver City, and to all of the participating brewers for their incredible support!”

“As a hop grower and drummer, it means so much to bring beer and music together in this way,” said Blake Crosby, CEO of Crosby Hops, in a statement. “We’re inviting every brewery, regardless of size, to take the stage with their rendition of Rock On Crafted Lager and support the music they love.”

Silver City Brewery developed the Rock On Crafted Lager recipe, which is open to interpretation. Breweries are encouraged to fine tune it and create their ideal, concert-worthy lager, then celebrate its launch by hosting a day of music and donate the proceeds to Sweet Relief.

How It Works: Brew Rock On Crafted Lager

Here’s how to join the lineup of breweries that will be headlining this exciting collaboration:

  1. Download the Rock On Crafted Lager recipe.
  2. Purchase your hops by July 1 using the code ROCK-ON in the additional details section of your order at checkout.
  3. Join us for brew day on July 13 (International Day of Rock ’n’ Roll). Stay true to the original or improvise and make it your own.
  4. Create your own unique label art, using the Rock On Crafted Lager logo and brand assets to bring attention to the collaboration and the cause.
  5. No labels? No problem. Supporting Rock On through draft pours is cool, too.
  6. Collaborate with local musicians to help promote the cause. Silver City Brewery is partnering with MxPx. Who will you support?
  7. Celebrate Rock On Crafted Lager’s release with an event dedicated to the music you love.
  8. Amplify Rock On to your fans with #rockonbeer.

Crosby Hops will contribute 100% of the profit from select Rock On hops purchased through July 1, 2021 to the Sweet Relief Musicians Fund.

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