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MEDIA RELEASE: HOP-X – EXCLUSIVE

3

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:

– – – – – – – – – –

Media Release

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%.

HOP-XMarketing Manager, Ralf Poloi, states “The craft beer movement here in Brisbane is moving strongly and in a positive way. It’s on the up and up and we want to be a part of that growing community.

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.

– – – – – – – – – –

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…

Artist's impression of Fourex Man now Hop-X Man (click for larger view)
Artist’s impression of Fourex Man now Hop-X Man (click for larger view)
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3 thoughts on “MEDIA RELEASE: HOP-X – EXCLUSIVE

  1. Very cleverly done indeed 😉

  2. […] At the end of March this year, I came up with a silly idea for April Fool’s Day. I would post something ridiculous on this blog. My gag was that the famous Queensland icon, Castlemaine Perkins, would release a limited edition, hoppy craft beer called Hop-X out of their Milton brewery. You can read the faux media release by clicking here. […]

  3. […] the inception of 250beers.com I’ve tried duping people with varied results. First up was the release of Hop-X in 2013 – a hoppy version of the famous XXXX brand. My immaturity lead to a few calls being made […]

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