‘It’s never been just about the beer for us here’ — Baxter Brewing to hold adventure races

Posted Feb. 21, 2014, at 1:07 p.m.

LEWISTON, Maine — A local brewery has formed a company that it hopes will encourage the community to be active and enjoy the outdoors.

Baxter Outdoors, a subsidiary of Baxter Brewing, is planning adventure races and outdoor excursions throughout New England. They promise to hold competitions based on skills such as ski mountaineering, trail running and rock climbing. They want to appeal to competitive athletes and casual adventurers.

“Baxter realizes that when people get busy, outdoor recreation and exercise are often the first things to go,” writes Adam Platz, president of Baxter Outdoors, in a news statement Friday. “Ultimately, we wanted to create a fun, easy way for our customers to get outside and enjoy New England in a competitive and social atmosphere.”

Baxter Outdoors plans to develop, market, and produce all of their own events.

“It’s never been just about the beer for us here,” says Luke Livingston, founder and CEO of Baxter Brewing, in the statement. “The Baxter brand represents more than just a beverage, it represents all of the things that we believe in: staying healthy, being active, giving back to the community, and of course, good beer.”

Baxter Outdoors has scheduled a March 15 10K ski mountaineering race at Whaleback Mountain in Enfield, N.H., and a March 29 20K winter triathlon at Sugarloaf Mountain in Carrabassett Valley.

“We are excited to introduce our customers to some of New England’s most scenic terrain,” Platz wrote. “And remind them that the outdoors are never that far away.”

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