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Randolph, MA – The world's first and only beer with caffeine is landing in bars and package stores across Massachusetts and the Greater Atlanta area. MoonShot Beer, a light-bodied pilsner-style brew, contains 45 mgs of natural caffeine – the equivalent of a half cup of coffee – and combines the mellowing effects of beer with the energizing qualities of caffeine to give consumers an entirely new sensation.

MoonShot is the brainchild of Rhonda Kallman, a beer industry veteran. Kallman teamed up with Jim Koch 20 years ago and began The Boston Beer Company, turning Sam Adams, a craft beer, into a popular national brand. After 15 years, Kallman then struck out on her own, forming New Century Brewing Company. As CEO and founder, she is particularly proud of MoonShot, her most innovative product to date.

"I was dancing at a Red Hot Chili Peppers concert when ‘lightning struck'," Kallman said. "I'd been drinking Edison light beer beforehand, and then switched to caffeinated soda during the concert. What an uplifting sensation! I thought to myself, ‘How can I bottle this feeling and give it to the rest of the world?' Here it is!"

MoonShot is uniquely positioned to take advantage of two enormous consumer goods' segments. The enormous caffeinated beverage industry – which includes coffee, tea, soft drinks and energy drinks – combined with the $70 billion annual beer business help position MoonShot for a future of limitless potential.

Kallman herself has gained a national reputation for her ingenuity and tenacity. In April 2004, she was selected by Inc. Magazine as one of the publication's "25 Entrepreneurs We Love (and what makes them great)," an honor Kallman shares with business luminaries like Jeff Bezos, Steve Jobs, Betsey Johnson, among others. The article recognizes her spirit of innovation – a quality that allowed her to embrace her latest epiphany about caffeinated beer.

Kallman is quick to point out that MoonShot has no direct competitors. "There are other alcohol-related products with caffeine on the market. Some have taurine, guarana, and coffee beans, but none made simply with natural caffeine. MoonShot tastes like a very good beer, with a kick," Kallman said.

MoonShot is contract brewed for quality and consistency at Matt Brewing Company in Utica, New York, under the supervision of brewmaster Dr. Joseph Owades. It is being distributed in Massachusetts by United Liquors Ltd.

MoonShot is priced between $6.99 and $7.49 for a six-pack, and marketed through point-of-sale materials as well as grassroots and word-of-mouth marketing. The brand will be marketed primarily to men aged 21 to 34, who represent 50% of beer drinking consumption in the U.S.

Consumer testimonials on the MoonShot website indicate the brand is being embraced. Comments include, "It's about time someone put together the two greatest things on earth," "Caffeine in beer? How perfect!," "Moonshot allows me to let out my psychedelic funky side!," and "Moonshot keeps the party going all night long!"

"MoonShot gives you an up, happy feeling," Kallman said. "It's beer, but so much more. I like to think of it as an instant attitude adjustment in a bottle. When you drink MoonShot, you can stay in the game longer. Isn't that what we're all looking for?"

About New Century Brewing Company
New Century Brewing Company is headquartered just outside Boston, Massachusetts. Its founder and CEO, Rhonda Kallman, brings to the company 20 years of brewing industry sales, marketing and distribution expertise. The company's first product, Edison light beer and MoonShot are contract brewed by Matt Brewing Company in Utica, New York under the supervision of Dr. Joseph Owades, a world-renowned brewing expert credited with the invention of light beer in the 1960's. MoonShot and Edison light beer can be found in package stores throughout Massachusetts and the Greater Atlanta area.

About MoonShot Beer
MoonShot is the world's first and only beer with natural caffeine added, and is characterized as a light-bodied pilsner-style beer. MoonShot is an uncommonly drinkable and social libation, and is both soothing and energizing at the same time. MoonShot contains 45 mgs of natural caffeine – the most allowed by law in a 12-ounce alcoholic beverage. MoonShot has 128 calories and 9 carbohydrates, with 4.8% alcohol by volume. The beer's packaging pays cheerful homage to the glory days of airplane nose art. MoonShot's "Rocket Girl" salutes the intrepid beer drinker who boldly goes where no one has gone before. For lift off, visit www.moonshotbeer.com.

Source: New Century Brewing Company