Article by Steve Huff @ Maxim: https://www.maxim.com/entertainment/breaking-bad-dean-norris-license-real-schraderbrau-2019-3
The formerly fake suds will be available this Spring.
He is the one who drinks. “He” in this case is not Breaking Bad antihero Walter White (Bryan Cranston) but Dean Norris, who played Walter’s DEA agent brother-in-law, Hank Schrader. Norris is all about some beer, particularly the upcoming real-world version of Schraderbräu, Hanks’s signature home brew.
There were rumors this was in the works, and now we know it’s true. Beer and Breaking Bad lovers everywhere will soon be able to buy their own six-pack of Schraderbräu.
From the press release announcing the deal:
Schraderbräu Beer will be produced at Figueroa Mountain Brewing Co., an award winning, family-owned and operated brewery in Buellton, California, specializing in German style Lagers.
“It’s been a dream come true to collaborate with Sony Pictures and Figueroa Mountain to bring to the public a product I’ve been passionate about for quite a while. I, along with the team at Figueroa Mountain, have worked very hard on developing a recipe that would not only be an award level craft brew that true beer aficionados will love, but also with a drinkability that appeals to a larger audience. We took a lot of time and effort to create a beer (the research was quite enjoyable!) that is worthy of the show and its incredible fans. We think the result is fantastic. Or to put it another way, it’s a beer that has been brewed to silky perfection,” said Dean Norris.
While Norris seems too chill to come up with “silky perfection” on his own, public relations-massaged copy aside, the fictional beer made real sounds pretty tasty.
There’s already a Schraderbräu website owned by Sony. Its purpose isn’t clear but it seems obvious that it’s tied to selling the real beer in stores.
Schraderbräu merchandise is coming along with the beer in late May 2019, according to one source. There’s no word yet on distributors and retailers, but it’s a sure bet there will be plenty of places willing to open up the shelf space.