NJ Devils Launch Beer With Magic Hat: 'Devils Woo! Brew'

NEWARK, NJ — Fans of New Jersey Devils hockey will now be able to go “Woo!” – and drink some brew – with the team’s new signature beer.

Partnering with Vermont-based Magic Hat Brewing, the Devils have released a specialty beer that’s named after their fans’ cheers of “Woo!” which resound through the Prudential Center when their team scores a goal.

In honor of the team's three Stanley Cup championships, the eponymously dubbed "Devils Woo! Brew" is a hazy session IPA features a hat trick of hops – Mosaic, Lemon Drop and Huell Melon – and has notes of citrus and tropical fruit. It has an alcohol by volume (ABV) of 4.8 percent.

Devils Woo! Brew will be available during the team's 2019-20 regular season, which kicks off at home on Friday, Oct. 4. It will also be on tap at the Prudential Center, at 39 Applebee's locations in New Jersey, and at the Magic Hat Brewery in Vermont.

Magic Hat will be donating a portion of the proceeds from the sale of the beer to the Community Food Bank of New Jersey.

To celebrate the launch of their new libation, the Devils and Magic Hat Brewing Company will host a "Devils Woo! Brew" launch and viewing party at The Ashford in Jersey City on Wednesday, Oct. 9 at 7 p.m. during the Devils’ away game against the Philadelphia Flyers. (Learn more about this event)

“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,” said Adam Davis, chief commercial officer for the New Jersey Devils.

Davis said the effort is a “playful nod” to the team’s passionate fan base.

“Partnerships and collaborations are in our DNA, because beer is so much better when shared with others,” said Schuyler Blackman, head of imagination and formulations at Magic Hat Brewing Co.

“We've made beer with artists, chefs, musicians, other breweries, local vineyards, coffee roasters and nonprofits, 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,” Blackman said.

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