Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.
January 18, 2024
Rock band, 311 have announced their new non-alcoholic beer, Stealing Hoppy Hours Hazy IPA, in collaboration with DrinkSip, based in Venice Beach, Calif.
DrinkSip’s original Hazy IPA was named one of the best non-alcoholic beers by the Los Angeles Times, and its team worked closely with P-Nut, 311 bassist, to integrate Cascade, Centennial, El Dorado, Mosaic, Citra, Idaho and Motueka hops for a hazy that delivers hints of tropical fruit and melon.
“We hope you love it as much as we do,” says P-Nut.
311’s Stealing Hoppy Hours is the first celebrity-branded non-alcoholic beer. The name is a twist on the fan favorite, “Stealing Happy Hours,” the closing track on the band’s 1997 album, “Transistor.” Stealing Hoppy Hours will be available at all California Total Wine locations and in most other Total Wine stores by February.
“Collaborating with those bold enough to turn their brewing passion into retail reality is the essence of DrinkSip,” says the DrinkSip team, in a joint statement. “P-Nut from 311 added a delightful twist to this journey, sampling hops, collaborating with brewers, immersing in the creative process and witnessing the entire product evolution from start to finish. It’s the fusion of passion, creativity and a whole lot of fun.”
Stealing Hoppy Hours is the non-alcoholic addition to 311’s branded beers, alongside Come Original IPA, the band’s collaboration with El Segundo Brewing Company, which was launched in 2023.
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.
Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.
Subscribe for updates directly into your inbox.
You May Also Like