Sierra Nevada’s new premium PILS debuts in select Oregon markets
Select Oregon markets are the first in the Pacific Northwest to get a sneak peek at Sierra Nevada’s premium PILS
Sierra Nevada Brewing Co. is introducing a premium European-inspired Pilsner with an American twist to their lineup. Initially debuting on draft-only in select markets across the U.S. in late April, parts of Oregon are the first chance to find this beer in the entire Pacific Northwest (sorry Washington). The new Sierra Nevada PILS is a test run and a teaser for an eventual nationwide rollout that will likely land the lager in cans by the end of the year.
Shockingly, Sierra Nevada has never had a year-round pilsner in their lineup and only played with seasonal releases Summer fest lager, and Nooner pilsner both of which have seen inconsistent availability since the pandemic.
PILS is brewed with Saphir, a German hop that has balanced notes of spice, floral and fruity elements. The American twist in PILS is the use of Crystal Lupulin to deliver a signature Sierra Nevada flavor profile. The beer is 4.7% ABV with an approachable 25 IBU. Its crisp refreshment is backed by nuanced refinement from the premium ingredients selected, which intentionally harken to the heritage of fine imported lagers. From the barley to the hops, the ingredients have been meticulously selected while the brewing processes have been tested and refined multiple times over to meet the company’s high standards.
Expect to see branding elements that nod to the European-inspiration, and marketing support and content that includes culinary pairings, pouring rituals, and consumer education about the premium nature of the beer.
"We’ve taken a classic European beer style and applied our American craft beer ingenuity to develop an elevated drinking experience aligned with the premium quality drinkers have come to expect from Sierra Nevada,” said Brian Grossman, Chief Brewer and second-generation owner of Sierra Nevada Brewing Co.
Currently, PILS will only be available on draft in select markets beginning in April.
Orlando FL
Jacksonville FL
Atlanta GA
Chicago IL
Portland ME
Las Vegas NV
Reno NV
NYC
Rhode Island (statewide)
Denver CO
Boise ID
New Orleans LA
Grand Rapids MI
Twin Cities MN
Cleveland OF
Portland/Eugene/Medford OR
Austin/DFW TX
Milwaukee WI
Madison WI
Bay Area CA
Sacramento CA
Chico CA
St Louis MO
Charlotte NC
Asheville NC
Winston-Salem NC
Wilmington NC
Raleigh NC
South Carolina (statewide)
Washington DC
“A package format of PILS is on the horizon,” says Ellie Preslar, Chief Commercial Officer at Sierra Nevada Brewing Co. “We’re excited to share more of the fine-point details about how we plan to bring PILS to market for an off-premise format as we get closer to making that happen later this year. More to come on that front. Right now, we are focused on supporting a successful draft launch and driving trial in the on-premise. Early feedback about the liquid has been incredible and, frankly, energizing.”