The Empire State beckons with a brew and a plug

New York Governor Andrew Cuomo has put a cross-promotional move on tap.

The first officially licensed I LOVE NEW YORK beer will be distributed in China in a partnership with New York's largest farm brewery - Syracuse-based Empire Brewing Company.

The ale is called "Two Dragons" and its bottle will be branded with the iconic and globally recognized "I-(heart) NY" tourism logo. It's intended to perk up agri-tourism in New York state.

Cuomo called New York's craft beverage industry "thriving" and "world-renowned", a creator of new jobs and a statewide driver of economic growth. "This unique partnership will introduce one of our finest New York products to a global audience," Cuomo said in a press release.

"The iconic I LOVE NEW YORK logo will promote the high quality of New York's food and beverage products and attract more visitors to craft beverage breweries, growing the industry and increasing tourism revenue across the state."

Two Dragons is brewed with New York state hops and infused with Chinese black tea. Empire Brewing owner David Katleski was inspired to combine the art of American craft brewing techniques with the legacy and art of Chinese tea making during a trade mission to China.

"Our corporate philosophy is Grow Local, Craft Global," Katleski said. "And our mission is in the bottle. It seemed only right that we would take this opportunity of partnering with I LOVE NEW YORK to further promote the state through our beer in China."

Two Dragons was initially designed just for the Chinese market, but Katleski said their Chinese partner, Panda Brew, told him it was too narrow a focus.

"They convinced us we should enter the market with some American craft beer," he told Syracuse.com. "The lead horse is Two Dragons, but if we're in the market, we can sell more varieties."

They began shipping kegs of their Slo Mo India Pale Ale and White Aphro, a wit beer made with ginger and lavender, back in August.

They also hired a Chinese native, Jing Zhang-Insel, as an in-house export specialist.

"IPA is definitely getting popular in China," she said. "It is what American craft beer is known for. It's known for its hops and complexity, and that is what the Chinese market is looking for."

Empire's ability to produce enough beer actually came with a little help from the state. Empire State Development, New York state's chief economic development agency, had been a major supporter of the company throughout the planning and construction of its new Farmstead Brewery in Cazenovia.

The agency provided financing and approved the company's participation in the START-UP NY tax-free program, part of the Upstate Revitalization Initiative.

At 42,000 square feet, Empire Brewing Company's new Farmstead Brewery, or the "Brewstead," is the largest farm brewery in New York state and will create nearly 80 new local jobs.

The facility also enables the company to expand production from 4,500 barrels per year to 17,000 barrels in year one, and 20,000 barrels by year three.

I LOVE NEW YORK Two Dragons beer will arrive in China in February 2017.

New York seems to be telling China: Stay thirsty, my friend, and come for a visit.

Contact the writer at chrisdavis@chinadailyusa.com

(China Daily USA 12/08/2016 page2)