April 1, 2013 by 250 Beers
THE FOLLOWING WAS PUBLISHED ON 1st APRIL AND IS AN APRIL FOOL’S JOKE. PLEASE DO NOT EMAIL ME FOR FURTHER INFO!
Writing this blog sometimes exposes me to privileged information – stuff that isn’t meant for public consumption. Sometimes I get told things – things that I’m not permitted to publish until after an ‘official’ announcement.
Today, I am blessed with being able to bring you just that – an official announcement!
Some of you may know that I have a couple of friends that are employed by Lion Nathan. Lion own the very popular Castlemaine Perkins and their iconic Queensland brand ‘XXXX’.
My two friends told me something a couple of months ago because they know I’m a beer lover but it was in the strictest of confidence.
My lips were sealed. Until now…
To my total surprise and bewilderment my friends had managed to convince the marketing department at Castlemaine Perkins to use this very blog as a launch pad for the official announcement of that secret. I’m honoured!
Enough of me.
Here it is:
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Being a market leader with our brands accross the whole of Australia, we have decided to broaden our strength by releasing a limited edition, hop-driven India Pale Ale (IPA).
Hop-X will boast three hop varieties and a sessionable abv of 5.0%.
We have listened and acted upon a huge amount of recently-sought feedback not only from our loyal customers but from the Queensland public in general. The general consensus was for us to release something a little bit more ‘out of the norm’ and we’ve done it with this amazing limited release.
The use of three hops in one brew proved easy for the brewing team as we have some of the best brewers in the country at Milton. We’ve chosen Galaxy to drive some flavour, Cascade for its wonderful aromas and Cluster for that bitterness that’s associated with so many great India Pale Ales.
The toughest part of this project was naming HOP-X. We decided to settle on something simple that also contains an ‘X’ which is something that our brand is known for.”
Hop-X will be available in retro-labelled 330ml bottles and tapped at seven bars/restaurants from April 1st across Brisbane. A national, limited release is expected if feedback in Queensland proves positive.
For more details and any PR enquiries please contact the Milton Brewery directly.
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So, there you have it. I can’t wait to try it!
My mates tell me that Ralf Poloi is pushing for the design of the famous Mr Fourex Man to be altered slightly for the duration of Hop-X’s limited lifespan. He’ll be shown holding some hops in place of the dated regular pot of beer…