Great Divide Brewing Co. is trying to let the good times roll with a new beer collaboration with musician GRiZ.
The Denver-based brewery partnered with the Michigan electronic music producer and musician Grant Kwiecinski — aka GRiZ — earlier this month on the new Chasing the Golden Hour beer. The beer will be available Wednesday at Great Divide's taproom and barrel bar as well as at the Gothic Theatre, Larimer Lounge and Ogden Theatre, according to a news release from the craft brewery.
GRiZ is expected to play a sold-out live rehearsal show Thursday at the Ogden ahead of his shows Sept. 1 and 2 at Red Rocks Park and Amphitheatre.
Great Divide "jumped on the opportunity" to partner with GRiZ after the musician reached out about collaborating on a beer, the brewery said in a statement.
Chasing the Golden Hour, a homage to GRiZ's mixtape bearing the same name, is the first time Great Divide has specifically partnered with an artist. As craft beer's reach in the United States starts to level off, breweries are looking for new ways to attract beer drinkers. Other breweries have already seen some success with partnering with popular artists.
"This collaboration is a great way to engage with our current fans and probably attract some new ones as well," Great Divide said in its statement. "GRiZ has an incredible, authentic fan base and we feel lucky to be able to tap into that with this beer release."
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Business & data reporter Adrian D. Garcia can be reached via email at [email protected] or twitter.com/adriandgarcia.
