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Velvet Hammer took on a life of its own shortly after the inaugural brew on December 30, 2011. First, good Texas beer man Tony Drewry penned an ode to Velvet Hammer that he ultimately recorded and performed live with Fish Fry Bingo. Since then, a soap maker released Velvet Hammer soap, both a motorcycle and pool cue donned the name, and Tait Lifto tattooed his arm with its image. And then there is the matter of the marriage of Velvet Hammer and Ali Kay, which occurred our one year anniversary (long story).

The Hammer is an imperial red ale that appears as a dark, ruby reddish-brown ale beneath a sheath of protective off-white foam. It is malt-forward with elements of caramel and the sweetness of light brown sugar, balanced nicely by a combination of floral hops and a noticeable alcohol bite. It’s a sturdy brew with a smooth character which belies both an inner strength and a slightly full body, along with a moderate bitterness to round out the taste.

In the end, this beer is all about balance. It does not come across as a hoppy beer, nor malty one; rather it straddles the fence between the two.



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2014 U.S. OPEN Beer Championship – Imperial Red Ale
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2015 U.S. OPEN Beer Championship – American Amber / Red
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2015 U.S. OPEN Beer Championship – Imperial Red Ale
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2013 U.S. OPEN Beer Championship – American Amber / Red

  • “Whether you're sweating it out on a hot patio in August, throwing down on a spicy batch of crawfish in February or just looking for a beer with a little punch, Peticolas' Velvet Hammer is a solid choice. A 9 percent ABV imperial red ale with no shortage of hops, it's got it all: a malty, caramel base with just enough hoppy bite. It's hard to find a beer that goes down smooth in both winter weather and surface-of-the-sun heat, but Peticolas nailed it with Velvet Hammer.”  (Read Article)
    Dallas Observer (Dallas Observer)
  • “Arguably the most recognizable local brew, the Velvet Hammer hits like a sledge, with a high ABV and bold flavors.”  (Read Article)
    Scott Reitz (Dallas Observer)
  • “This reddish brown ale is a big beer, balanced and complex, with caramel and a hint of brown sugar.”  (Read Article)
    David Hopkins (D Magazine)
  • “Velvet Hammer is a balanced, rich and floral brew with a creamy head, and it's best local beer I've tried in a while.”  (Read Article)
    Scott Reitz (Dallas Observer)
  • “It tastes smooth like velvet, but it hits you like a hammer.”  (Read Article)
    Dan Oko (Texas Monthly)

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