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“This is the perfect brunch beer.”

Crush this can!

If you’ve ever said to yourself, “Man, I really like this Orange Crush. I wish it were a beer,” you’ve come to the right place.

Last year, Crushin’ It was one of our first exclusive releases, born from an internal homebrewing contest, and, suffice it to say, it was wildly popular. The response to it was overwhelming, such that, even though the first run was limited to about a hundred cases or so, it became exceedingly obvious that we needed to get it out for distribution.

So, that’s what we did. We brewed up another batch, kegged it up, and sent it out to some very grateful customers.

This year, we’re bringing it back. A few times, in fact. We’ll be dropping Crushin’ It on you guys a few more times this summer; however, with a whole new look.

IMG_6689“I really love this new can design,” says Social Media and Design Alchemist Courtney Rosenberg. “It feels really beachy. It reminds me of like a retro beach bungalow somewhere on a beach in California. It’s a good one.”

She ain’t lyin’. Look at that can! Designed by José Canales and Co., we’re all pretty pleased with how it came out.

“I’m liking the fact that we’re now putting this in a 12oz can and the design is awesome,” says Lab Manager Lauren Appleman. “Dare I say that the marketing team is #crushinit….”

The last time we released Crushin’ It, we packaged it in a 4-pack of 16-ounce cans. This time, it’ll be a 6-pack of 12-ounce cans.

“I think they did a great job with it,” says Innovation Director Brian Hink. “They really nailed the cocktail inspiration for sure. Personally, I wished we had kept it in 4 packs of 16oz, but visually José and his team crushed this one.”

IMG_0733_1And Crushin’ It’s not just a pretty face. There’s some serious substance to this beer. We approached it intending to create an Orange Crush in beer form. That perennial Jersey Shore staple has freshly-squeezed orange juice, vodka, triple sec, and a splash of Sprite. However, a lot of people also find it similar to a mimosa.

“This is the perfect brunch beer,” Lauren says. “To me, this is the beer equivalent of a mimosa.  Nothing but OJ on the nose with a light body and dry finish, and the effervescence you would expect from drinking a mimosa.”

But don’t take our word for it!  

“My last can was for breakfast this AM. Time to bring this one back please!” — Shank G. (The wait is over!)

“Juicy. JUICY. Somethings wrong here – This ain’t really beer. It’s nice. I want it in July while at the beach.” — DewGen (All of your dreams will come true!)

“Finally! Sweet orange champagne tang. I’m sad I only have one can.” — Charles H. (Who made that rule?!?)

IMG_6695“It’s a mimosa in a pint glass!” — Brian H.

“It’s a beer-mosa!” — J Webb.

“Beer-mosa. Holy orange juice!” — Steve F.

“Tastes like a beer mimosa!” — Caitlynn C.

“Loved this beer. A mix of beer and orange juice.” — A.J. B.

“All thought this was actually orange juice….” — Chris B. (An 8% ABVOJ.)

“I really like orange juice and I’m pretty sure this is just a can of orange juice.” — Keith B.

“I’m fairly certain this is orange juice….” — Nick R.

“If you haven’t had a beer-mosa, you’re missing out. If you’ve had a beer-mosa, they’re on tap now. Get in line, because I’m in front of you.” — Noah H.

Crushin’ It will be available in the Tasting Room and Brewtique for a limited time. Limit three cases per person. Get some soon!