BUCHANAN, N.Y. -- Barry Hansen and Gregory Cristallo might be breaking the mold by founding their Buchanan-based brewery on social media, but their merchandise has gone viral.
#FREEDOM Craft Brewery, which incorporates the Twitter-famed "hashtag" in its name, was founded by the two, along with four other friends, in 2012.
The brewery will be holding its launch party at The Lazy Boy Saloon in White Plains on Friday at 7 p.m.
The idea to start a brewery came to Hansen, of Thornwood, while studying abroad in Australia, where he brewed craft beer in his apartment that was a big hit with his friends. It was then he decided to found the brewery along with Cristallo, of Yorktown Heights, back in the U.S.
Hansen says that creating beer is “equal parts arts and science.”
As for the hashtag, director of communications Harris Decker said the company wanted to appeal to a new, younger demographic with social media.
"We've gotten a really interesting response. People love our merchandise - and our beer."
The brewery's two beers with all local ingredients, "The Berry Amendment," and "Unalienable Rights," debuted in select stores in Rye, Croton-on-Hudson and Ossining earlier this month.
"Berry Amendment" is an amber ale with a slight hint of fresh berries, mostly in the scent. It finishes clean and smooth, and you can grab a six pack of 12-ounce bottles for $12.
"Unalienable Rights" is a pale ale "for anyone and everyone" that is also available in a six pack for $11.50.
"It is not necessarily exclusively for the most experienced palate," Decker said. "There's a mild sour citrus twist that appeals to a wide range of tastes."
The brewery aims to use social media outlets such as Facebook, Instagram and Twitter to reach out to fans, host contests, and invite people to their bottling and brewing events.
"Our beer is for people who like a handmade touch. It's not just a beer, it's an experience," Decker said.
While the brewery does not yet have a tasting room for visitors, it holds events at their brewing location at 3199 Albany Post Rd.
Check out #FREEDOM's website here.