The colour of beer captured in a new brew by East 9th Brewing
If the craft beer world has taught us anything, it’s that beer comes in all tastes and colours. That being said, the kind of golden colouring that most ales possess is what we usually attribute to the beverage when we consider it. East 9th Brewing has taken the cheeky step of trademarking the colour of beer. Didn’t think it was possible? Well, think again buddy. The brewers have linked up with street-art outfitters Ironlak to capture the ideal colouring, then recreated it, canned it and distributed it for all beer lovers to enjoy.
East 9th Brewing is thumbing its nose at the patent-greedy corporations by beating them at their own game and trademarking the colour of beer. You wouldn’t think it possible, but the proof is in the liquid. This tongue-in-cheek display of savvy marketing was made possible with help from Ironlak, who worked with the brewers to find the best representation of beer in colour form. Once the colour was found, the team got to work brewing a beverage to match and thus, the Doss Blockos The Colour of Beer Unlimited Pale Ale was created.
A 330ml can design reminiscent of Ironlak’s signature look was chosen for the packaging, and then street artist Sofles was enlisted to create a signature tag for the drink, further cementing the connection between art and beer. The Doss Blockos The Colour of Beer Unlimited Pale Ale itself is the kind of beer that is easy to drink, sessionable and slightly tropical, with three hop varieties used to craft the ideal drop. You can snag a four-pack of Doss Blockos The Colour of Beer from independent retailers, while artists can pick up a can of spray paint from Ironlak stockists.
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