October 27, 2006 – How many sports can claim to have a beer that’s produced especially for its enthusiasts? Motorcycle racing is one of few, if any, as “Moto Brew” makes its way into stores and out to fans, with a particularly high-profile role as a major sponsor of Troy Lee’s “Duel At The Docks” AMA Supermoto Championship November 3-5 at the Queen Mary in Long Beach.
“What started off as just a cool idea a couple of years ago has turned into a nationally recognized, great-tasting beer that exudes the spirit of riding,” says Gregg Primm, Moto Brew’s founder and head taste tester. The concept of custom suds for cyclists came as he was planning an event for invited guests to see his renowned collection of motocross bikes in the Nevada town that bears his family’s name.”
“The mind-numbing array of choices always presents a dilemma about what beer to serve,” says Primm. “So we decided to brew our own, and it just happened to turn out better than anything else that’s out there!” The tie-in with the inaugural “Duel At The Docks” makes a ton of marketing sense, but it’s hardly an accident. In fact, Troy is one of the guys who helped launch Moto Brew… by using his unique artistic flair to design the beer’s distinctive label.
“If you ask me, it’s the coolest label ever to grace a beer bottle,” bubbles Primm. The inventive figure-eight track layout for “Duel At The Docks” – made possible by sending racers through the Monaco Tunnel near the transition from pavement to dirt – also creates a perfect area for the event’s Moto Brew Beer Garden.
“The infield that’s surrounded by the dirt portion of the track will be one of the best places to see the race, not only because of the action but also because that’s where you can have a Moto Brew,” notes Lee, who until venturing into the medium of beverage bottles has mostly been known for the artwork adorning the world’s fastest racers’ helmets. Besides Moto Brew, other DATD sponsors include American Honda, Oakley, Weekend Warrior, Parts Unlimited, Empresa Home Loans, Mattel and 70/30.
Troy Lee’s “Duel At The Docks” begins on Friday, Nov. 3rd with practice sessions that are open to the public. Saturday the 4th will feature amateur racing in the NASMOTO (North American Supermoto) championship, with the AMA Supermoto Championship national final taking place on Sunday the 5th.
Tickets are available at www.troyleedesigns.com and at participating Southern California Honda motorcycle dealers. Prices are $15/Friday, $25/Saturday, $35/Sunday, or $50 for the whole weekend. Kids age 12 and under get in free with a paid adult using a voucher available at Honda motorcycle dealers. A limited number of motorcycles will be able to park in the Queen Mary lot, while those in autos will park at the nearby Long Beach Convention Center and take advantage of a convenient stream of shuttle buses and watercraft to and from the racetrack.