Devils Announce Woo! Brew Beer


The Devils today announced via their official website that they will be offering their own signature beer at Prudential Center this season.

Say hello to “Devils Woo! Brew.”

The beer, according to the press release, was created by Magic Hat Brewing Company in Vermont and will be on tap at Prudential Center all season long. In addition, the beer will be available “at 39 Applebee’s locations from North Jersey to Ocean County, bars and restaurants in New Jersey, and the Magic Hat Brewery in Vermont.”

The team says that the three hops in the “hazy session IPA” (you’ll have to bear with me here, as I know next to nothing about craft beer): Mosaic, Lemon Drop and Huell Melon, represent the Devils’ three Stanley Cups. They will also “provide a catalyst for significant notes of citrus and tropical fruit.”

The press release also notes that “Magic Hat will be donating a portion of the proceeds from the sale of the beer to the Community Food Bank of New Jersey.” This is an important part of the deal as Schuyler Blackman, Head of Imagination and Formulations at Magic Hat Brewing Co. said: “We’ve made beer with artists, chefs, musicians, other breweries, local vineyards, coffee roasters, non-profits etc. so when the opportunity came to partner with New Jersey Devils to develop a delicious beer that supports an important cause, we were all in!”

In addition, “the Devils and Magic Hat Brewing Company will host a “Devils Woo! Brew” Launch and Viewing Party at The Ashford in Jersey City, NJ on Wednesday, October 9 at 7 P.M.; during the Devils away match-up vs. the Philadelphia Flyers. You can go to the Devils’ website and “register to win access to the VIP pre-event, which will feature an intimate speaking panel with Devils Legends Grant Marshall, Colin White and Magic Hat Brewing Head Chris Rockwood.”

The name of the beer, of course, comes from the signature “Woo!” Ric Flair cheer Devils fans have embraced in recent years after the team scores a goal.

Adam Davis, Devils Chief Commercial Officer said: “We are incredibly proud to be the first professional sports team to partner with a renowned, award-winning brand like Magic Hat to create a new beer, inspired by our passionate fanbase. Given the signature, “Woo!” cheer made by Devils fans following goals, it was natural to create a beer that was a playful nod to that celebration. Devils fans inspired the name – and Magic Hat is giving them the drink to raise as they cheer. Following the truly dynamic summer of off-season moves, the fan momentum behind the team, and the anticipated sold-out crowd on Friday’s regular-season home opener; we felt this was the perfect time to raise our collective glass.”

According to the microsite about the beer, available here, the beer has 4.8% alcohol by volume. You can also go to that site to register for the event in Jersey City.