SPRINGFIELD — White Lion Brewing Co. obtained local licensing approval to operate a series of beer gardens in three Western Mass. cities: Holyoke, Westfield, and Springfield. As a local brewer, White Lion collaborates with community stakeholders and engages a broad audience that embrace and support outdoor programming.

In Springfield, to stimulate small-business awareness, White Lion will rotate through downtown and set up near key points of business. The two primary locations are One Financial Plaza, 1350 Main St., which is home to a small-business incubator made up of several startup businesses. White Lion will be downtown every Wednesday through Aug. 28. The beer garden opens at 4 p.m.

The second location is the Plaza at 1550 Main St., the home of the Springfield School Department and other government offices. Evan Plotkin, owner of 1350 Main St., noted that “White Lion Wednesdays from years past were a huge success in the plaza. It created a space at the end of the workday to unwind. It is important for our downtown economy to be a place where people can have fun networking, listening to music, and enjoying the outdoor streetscape.”

Holyoke’s Armour Yard is located at the Cubit, 164 Race St. Centrally located, the site offers live music, food, and craft vendors. White Lion partnerships include the Greater Holyoke Chamber of Commerce and Holyoke Craft Beer. White Lion can be found every Monday at the Cubit through Aug. 26th. The beer garden opens at 5 p.m.

“We continue to build a great rapport with Holyoke stakeholders, and the city has been very supportive,” said Ray Berry, owner of White Lion. “City official Aaron Vega and Cubit owner Denis Luzuriaga understand the importance of community and event activation. Mondays are now on the map all summer long in Holyoke.”

For several years, 53 Elm St. in Westfield was home to live music, food vendors, and a White Lion pop-up. White Lion, in partnership with ArtWorks Westfield, helped sponsor the weekly music events. This summer, White Lion will be on site very Friday through Aug. 30. The beer garden opens at 5 p.m.

“This year, White Lion will set up in the newly renovated Elm Street Plaza Park, and we could not be prouder of our collaboration with White Lion,” said Cheryl Crow, treasurer of ArtWorks Westfield.

SPRINGFIELD — The city of Holyoke, known as Paper City, is celebrating its 150th anniversary this year. White Lion Brewing Co. collaborated with the city of Holyoke, Explore Holyoke, regional design firm TSM, and Holyoke Craft Beer to create a commemorative label and beer release to celebrate the rich history of the city during its sesquicentennial. Holyoke 150, an American lager, will be released during the annual Holyoke Road Race on Saturday, March 18. Holyoke 150 will be also available at special events and local accounts throughout 2023.

“White Lion has a history of working with the city of Holyoke and stakeholders,” said Ray Berry, president of White Lion. “Last summer, it joined city partners to activate Armour Yard with a summer beer garden. The collective effort created an exciting experience to the emerging city’s portfolio of special events. We have been keeping an eye on Holyoke for quite some time; it has great leadership, passionate stakeholders, and an incredible history. It is positioned to make a major impact in the region as a true destination on so many levels. We are a community-committed brewery that is excited to play a part in the city’s festivities and showcase its pride.”

Aaron Vega, Holyoke’s director of Planning & Economic Development, added that “we’re excited to be partnering with White Lion and to see this partnership with our own Paper City Beer. To have the official unveiling of the commemorative label at this year’s St Patrick’s Road Race and 70th parade is a perfect fit. As co-chair of the 150th Committee, being able to bring Ray’s passion and excitement for beer and community to Holyoke as part of our 150th celebration is a true honor.”

SPRINGFIELD — Brewbound, a leading multimedia industry trade publication, recently announced its 2022 award winners and class of Rising Stars during the trade publication’s Brewbound Live business conference in Santa Monica, California.

The Brewbound Awards recognize large and small beverage/alcohol companies that thrived over the last year, while also celebrating notable industry figures, change agents, up-and-coming entrepreneurs, and philanthropic initiatives. Springfield-based White Lion Brewing Co. was named a Rising Star, joining seven other emerging beverage companies to keep an eye on.

“The challenges facing the beer category in 2022 were unrelenting, but Brewbound’s award winners and class of Rising Stars were standouts for not just business performance, but the way they helped their teams, their communities, and the overall industry,” Brewbound Editor Justin Kendall said. “We are thrilled to honor this year’s award winners and Rising Stars.”

White Lion founder and President Ray Berry noted that “there is a huge playing field in the beverage space, and it continues to evolve. We work hard to adjust to those changes. This recognition is attributed to community support and an incredible team that takes pride in what we do day in and day out. To be recognized as a Rising Star pushes us to work harder and be a voice within the craft-beer community. We look forward to what the future holds.”

SPRINGFIELD — UMass and NBA star Marcus Camby has joined White Lion Brewing Co. in a strategic partnership. White Lion currently distributes a small independent portfolio of artisan brands in Massachusetts, primarily in the western part of the state. Camby’s goal is to help open new markets throughout New England and beyond, as well as release his own portfolio of beer brewed by White Lion.

“White Lion continues to expand its community reach,” White Lion Brewing Co. President Ray Berry said. “We have a proven track record and incredible community partners like the Naismith Basketball Hall of Fame, the AHL Springfield Thunderbirds, and MGM Springfield, to name a few. I remember when Marcus electrified the region — just thinking about it brings back so many great memories. He loves our brand and what it represents. We are very excited and think we have a game winner.”

Added Camby, “I am extremely impressed by the brewery’s commitment to the community and its approach to diversifying the craft-beer trade. I look forward to being a part of expanding the brand throughout the New England and Tri-State region. This is my home, and to be able to have a quality beer named after me, and be able to tell its story, is something I’m truly excited about.”