See what is going on on at Asbury Park Brewery
The style of Asbury Park is following Bruce Springsteen to the Nice White Approach.
Asbury Park Brewery, the acclaimed craft operation situated on Sewall Avenue within the metropolis, would be the unique beer of “Springsteen on Broadway,” the upcoming run of intimate Manhattan theater performances by Freehold native and Asbury Park favorite Bruce Springsteen.
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“Definitely everything Asbury Park-related somehow ends up coming back to Bruce,” said Asbury Park Brewery owner and founder Jeff Plate. “He’s sort of like this larger-than-life figure that kind of looms over the music scene here and really every other scene in town.
“He’s someone that I’ve always looked up to, someone I grew up listening to, and someone that I really wanted to have somehow, not involved in the brewery, but just aware of it.”
(For more on the Asbury Park Brewery, take a tour of its facility in the video above.)
Springsteen will certainly be aware of the Asbury Park Brewery now; three of the company’s beers — its flagship Blonde lager, the West Coast-style pale ale XPA and the 4/4 session India pale ale — will be sold by the can at the Walter Kerr Theater, 219 West 48th St., Manhattan.
Plate said Sweet Hospitality, the New York City catering company handling concessions for the Walter Kerr Theatre, reached to the Asbury Park Brewery about being involved with “Springsteen on Broadway.”
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“I think maybe the brand is just becoming a little more visible,” said Plate, who opened his brewery in fall 2015.
“Springsteen on Broadway” performances begin Tuesday, Oct. 3. The Walter Kerr seats 975, and Springsteen is set to perform five shows a week through Feb. 3, 2018.
The three beers from Asbury Park Brewery will be available at “Springsteen on Broadway.” (Photo: Alex Biese/staff photo)
That kind of exposure has the potential to move a lot of beer. Plate said the brewery is ready for the demand, and he said he told theater concession providers that he anticipates it to be higher than at a typical Broadway performance.
“I’m like, ‘It’s not like “Les Miz,” where people may have a beer or two.’ I feel like the people that go to see Springsteen on Broadway are going to have maybe more than one beer and it’ll have a little bit more of like a rock ‘n’ roll vibe than your standard Broadway show.
“So we have our orders in for the first week, and we’re really just going to kind of take it from there. … We can make as much as they can handle, so hopefully it’s a lot.”