Craft breweries collaborate to launch 808-themed beer

  • Published
    Wed, 8 Aug 2018, 15:53
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  • Announced on Roland 808 Day, the seven-percent IPA is a joint effort between Japanese, British and American breweries.
  • Craft breweries collaborate to launch 808-themed beer image
  • There's a new Roland-inspired beer on the way called the BR-808. Named after the ubiquitous Japanese drum machine and announced on August 8th—now widely referred to as 808 Day—the beer is a collaboration between Mondo Brewing Company in London, DevilCraft in Tokyo and Melvin Brewing in Washington State, USA. It is an American-style IPA with "tropical citrus aromas, mikan orange peel and flavours from the generous rise of Citra and Amarillo hops." A Guy Called Gerald, one of the drum machine's longtime proponents, appears in the promotional video put out by the Origin Workshop, the creative agency who oversaw the project.
    In the past few months, Roland has collaborated with Puma and Uniqlo for official 808-themed sneakers and t-shirts. There's no info yet about distribution or retail. Watch the promo clip featuring A Guy Called Gerald.