Airpocalypse might be used frequently in reference to Beijing's almost uninhabitable conditions, yet it is also the name of a beer created by the city's microbrewer Jing-A-Brewing. Inspired by China's polluted reputation, the Airpocalypse beer was born. A shining example of dark humor, Airpocalypse is an unfiltered, 8.8% alcohol by volume IPA, which happens to make it the strongest for the brand thus far.
The Airpocalypse beer was even part of an equally clever launch party. The price of Airpocalypse was determined by the current air quality in Beijing. FoodBeast reports, "If readings hit beyond 500 (the top of the scale — as they did in January of last year at an insane 755), beer would be free."
Air Pollution Ales
Jing-A-Brewing's Airpocalypse is Priced According to China's Air Quality
Trend Themes
1. Dark Humor Marketing - Opportunity for brands to use dark humor in marketing campaigns to create buzz and connect with consumers.
2. Environmental Consciousness - Growing consumer demand for products that promote environmental consciousness and sustainability.
3. Local and Craft Brewing - Continued rise in popularity of local and craft breweries offering unique and innovative beer options.
Industry Implications
1. Marketing and Advertising - Opportunity for marketing and advertising agencies to help brands incorporate dark humor into their campaigns and create unique brand experiences.
2. Environmental Technology - Opportunity for the development of innovative environmental monitoring technologies that can measure air quality in real-time.
3. Beverage and Alcohol - Opportunity for breweries and alcohol companies to cater to the growing consumer demand for unique, environmentally-conscious beer options.