Fernie’s own legendary mountain man,”the Griz”, was recently immortalized by the Fernie Brewing Company. The company has just renamed their pale ale – customers will now be asking for Griz Pale Ale at bars, restaurants and retail outlets offering their products.

“Our new Griz Pale Ale is in keeping with our other product – the Legendary Lager,” explains Murray Pask, Fernie Brewing Company. “We want to bring some Fernie character to everything we do, from the unique beers we brew to the branding of our products.”

For those who don’t know, the Griz is Fernie’s legendary mountain man, who grew up in the wilderness surrounding Fernie in the 19th century. As the legend goes, locals heard this mysterious child wrestling with bears in the night many moons ago, and the Griz was spotted in more recent times by a group of backcountry skiers, pointing his musket into the clouds and bringing down the powder snowfall Fernie is now so famous for.

“Our Griz Pale Ale is a unique blend of premium natural ingredients, with a full bodied taste – so the name definitely fits the beer,” adds Pask.

The launch of the newly named Griz Pale Ale also coincides with Fernie’s annual Griz Days celebrations, the yearly homage to the Griz featuring a wide array of events, held from March 5-7.

The Fernie Brewing Company revived Fernie’s history of great beer making in 2002, and is locally owned and operated. Their beer is brewed at their own microbrewery, with a combination of premium ingredients including high quality malted barley, imported hops, and fresh mountain spring water.