Marcus Camby, White Lion Expand Partnership
In January, UMass and NBA star Marcus Camby and Springfield’s White Lion Brewing Company formed a strategic partnership and launched Marcus Camby New England IPA. This fall, Camby and the team at White Lion will focus efforts on downtown Amherst, bringing White Lion’s strong community culture to the greater Amherst community. “Our brand is built on the community’s fabric, creating a diverse, inclusive, and fun place to be in downtown Springfield,” said White Lion Brewing Company business partner and head brewer Mike Yates. “We look to replicate much of that exciting vibe in downtown Amherst. As a UMass-Amherst alum and a resident of the Happy Valley, I could not be happier to be back in Amherst. I built much of my professional brewing career here and I look forward to bringing brewing back to downtown Amherst. We plan to activate 104 North Pleasant St. with an eventual nano-brew house offering one-off experimental ales, a test kitchen, taproom, and outdoor social space.”