Hop Crisis Imperial IPA

February 23rd, 2012  |  2 comments
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While the 21st Amendment can was embraced by fans of their main line beers, the brewery had to overcome a misconception that high-end beer could not come in a can. Through research, we gained insight that consumers of high-end beers are heavily engaged in the story of the beer. So we spun fantastic stories about the beers and used those stories as the centerpieces of the art. The first of the series was sold out a month before it was released.

The Hop Crisis story:

The Hop Syndicate is hoarding hops in a remote warehouse. This is not cool. We have to do something.
– Absolutely. It’s our duty and our right. We have to break out of Alcatraz. And fast.
No worries brother! We’re gonna surf out! On ironing boards.
– No one has ever escaped from Alcatraz! Except in the movies.
No one has ever had a good reason before. Free the hops!
– Free the hops!
During the Hop Crisis, some brewers were forced to skimp on hops, depriving the people of their right to hoppy, aromatic beer.
– Demand hop justice!