In Bars & Clubs

414? Let's have one more!

Too Much Metal Fred Gillich launches 414 lager this month

Milwaukee's maestro of merch, its scene-making svengali, its rock and roll ringmaster, Fred Gillich – the man behind Too Much Metal and 414 Milwaukee – is launching his first beer and it begs the question, what took so long?

The idea seems so perfect, for Gillich, who is Brew City to the bone.
Because lager is life, his new 414 beer, brewed by Vernacular Brewing at MobCraft in Walker's Point – launched a year ago by Mike Brenner, formerly of Brenner Brewing – is a premium-style lager, brewed with German Heirloom barley malt, Mittlefrüh hops and a German lager yeast strain.

With a cool 5.1 percent ABV, 414 is definitely the kind of crisp, sparkling, not overly alcohol-heavy brew folks are craving these days.

"Beer is such a good social lubricant bringing all kinds of people together," says Gillich. "Whether it's to watch the big game, see a show or make new friends, 414 beer is for all Milwaukeeans — it's 414 everyone."

After a private tasting event – "for the rest of the press, bar owners. taste makers and restaurateurs," says Gillich – 414 lager will be available in cans and on tap at Ray's Wine and Spirits and Growler Gallery and, then, at local bars and restaurants.

"414 beer is brewed under exclusive license in Milwaukee by Milwaukeeans," Gillich says.


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