And on the seventh day, there was beer
In this part of the country, one doesn’t often consider mixing religion and beer in the same stein. But if you were to have taken a stroll through the booths at the recent Great American Beer Festival in Denver, you’d have seen all kinds of examples of brewers capitalizing on religious themes for their goods. One brewer has a confession he wasn’t afraid to share: He’s using God to sell beer.
“It’s the oldest story ever told — the struggle between good and evil,” said Tomme Arthur, 35, of California’s The Lost Abbey brewery. “There is a battle being waged between those who make good beer and those who make evil beer.”
The Lost Abbey produces Judgment Day Ale. At the festival, you also could have found beers called Salvation, Damnation and Consecration, and from a Jewish brewer, He’Brew (the chosen beer), Genesis Ale (our first creation) and Messiah Bold (the one you’ve been waiting for).
Getting a little worried about beer sullying the good name of religion? Relax, scholars point to all kinds of examples where beer and the good word have crossed paths throughout history.
Just a warning, though, if you’re one who doesn’t consider this to be all in good fun, I’d steer clear of one of these T-shirts:
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Hey Nick. This is Zak from Shmaltz Brewing Company, the makers of HE’BREW Beer. Just wanted to say thanks so much for including us in your post. Hope you had a blast at GABF. Did you have an opportunity to stop by our booth?