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Fishing’s Future

Simms’s brewing company collaboration aids conservation efforts


Simms Fishing Products is toasting a collaboration with the 10 Barrel Brewing company following the launch of a new beer.

Reel Good Summer Ale is the latest addition to 10 Barrel’s #drinkitforward programme and will support conservation efforts important to both brands. A portion of the proceeds from the beer’s sales will help fund Trout Unlimited’s Home Rivers initiative, focused on the Gallatin River project, one of the waters used by Simms to test products.

Simms Chief Marketing Officer Strick Walker said the idea had been in the making since last August. “Working with 10 Barrel has been fantastic and we’re really looking forward to utilising this partnership to shed more light on conservation efforts and initiatives we have going on right here in our own backyard of Bozeman, Montana.”

Andy Goggins, Marketing Director of Bend, Oregon-based 10 Barrel, said: “When we started thinking about Reel Good, we thought Simms would be the perfect partner. We all love to get out on the rivers, fish, and finish it off at the end of the day with a perfect complement – a Reel Good. The collaboration and enjoying life on the river provides perfect synergy. We’re also excited to collaborate with Trout Unlimited with a percentage of all sales benefiting the Home Rivers initiative.”

10 barrel describes Reel Good as a Kolsch-style summer ale brewed using traditional methods and subtle champagne-like fermentation that boasts a clean, crisp and balanced taste that pairs perfectly with long sunny days on the water. Reel Good will be available at major grocery chains and will also on tap at bars and restaurants throughout most western and mountain states.

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