April 23, The Appalachian

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Thursday, April 23, 2015 | TheAppalachianOnline.com

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Appalachian Mountain Brewery to increase national presence by Julia Simcoe Intern News Reporter

B

oone’s Appalachian Mountain Brewery has recently opened a partnership with Portland, Oregon-based Craft Brew Alliance, Inc. Danny Wilcox, director of retail operations at AMB, said the partnership stemmed from when AMB was nominated to compete in a competition for the No. 1 start-up brewery in the country last year. “We were selected out of start-up breweries across the nation,” Wilcox said. “Ten were selected to compete in Boston. We won first place.” One of the main sponsors of the event was Craft Brew Alliance. CBA

is the ninth-largest beer brewing company in the U.S. based on sales volume and constitutes four beer and cider brands, according to the Brewers Association 2014 report. After the competition, CBA grew interested in partnering with this small brewery from Boone. In addition to the title of “best start-up brewery in the U.S,” Wilcox said CBA, which is made up of all West Coast companies, wanted more East Coast representation. “It’s a country-wide network of other resources, from brand management to an increase of infrastructure,” Wilcox said. “It will allow us to get into larger networks at a much faster rate. There’s no equity involved in the partnership.”

AMB began brewing in 2011 before opening its restaurant and brewery to the public two years later. In addition to the partnership, AMB is also expanding in other ways. “We just opened up our second facility in Boone,” Wilcox said. “It is a production/distribution facility that will produce Appalachian Mountain Cider.” Keeping in line with the company’s pillar of sustainability, the cider uses apples grown in Wilkesboro to brew the traditional English dry cider. During the second week in May, AMB will host a cider festival. AMB currently has the capacity to brew 5,000 barrels per year, according to the Triad Business Journal.

But with the resources of CBA, this number could skyrocket. Wilcox said the new production numbers are still being discussed. Wilcox sees this partnership as a way to increase the philanthropic efforts of AMB. Their business model focuses around the three pillars of community, sustainability, and philanthropy. “With this partnership, we’re looking to take our company and what we represent and expand that to different regions of the Appalachian region,” Wilcox said. “We feel like other companies should follow our business model. We’d like to lead by example.”

SEE AMB PAGE 4

Stage Shows’ ‘biggest act of the year’ to perform April 28 by Emma Speckman A&E Editor

Los Angeles-based singer-songwriter and electronic artist Robert DeLong will perform at Legends on April 28 for APPS’s last show of the academic year. DeLong was this year’s “reach” act for the Stage Shows council, said Maggie Sherwood, Appalachian Popular Programming Society stage shows chairperson. “We get a brainstorming list top 10, a lot of time it’s hard to get our top-10 bands,” she said. “Robert DeLong was actually the only one on our top-10 list we got. He was like number one or two.” Sherwood describes his music as “within the realm of EDM,” but more alternative and pop-based. In the event press release, DeLong described the music on his latest album, 2014’s “Long Way Down” as “weirdly dressed pop songs.” DeLong has played at major festivals across the United States including Ultra in Miami and, Bonaroo in Manchester, Tennessee and will play at Counterpoint in Kingston

Courtesy of Robert DeLong

EDM artist Robert DeLong will perform at Legends on April 28 for APPS’s last show of the academic year.

Downs, Georgia and Hangout in Gulf Shores, Alabama this year. APPS adviser Randy Kelly said DeLong plans to bring lights and a big production to the venue, but doesn’t know yet what exactly he will bring. “This is, for Stage Shows, our big-

gest show of the year,” Sherwood said. “We’re one of the only college campuses in the nation who got him.” There are three music councils under APPS: Concerts, Stage Shows and Club Shows. Typically, Sherwood said, the Concerts council

deals with larger acts like DeLong, but every year the club’s adviser Randy Kelly likes to give the smaller councils a big show to plan. “We’re a secondary market,” Sherwood said. “We’re not a huge school or a huge market, so we usually get the one off dates.” Kelly has worked in the music industry for more than 30 years and understands how to book big acts for a small market, which Sherwood said is how APPS books acts like DeLong. Kelly finds artists on tour who have a day or two off to come play in Boone. “Everyone should come out for an incredibly great show and then buckle down for your final projects and papers,” Kelly said. “Make mom and dad happy!” Tickets for the show are still on sale and can be purchased in advance at the Information Center in the Plemmons Student Union across from Cascades with cash, credit card or App Express account. The Information Center’s hours are Monday - Friday, 10 a.m. to 4 p.m. Doors open for the show at 9:30 p.m.


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