I named a beer and it only took five years

Or: That time I engaged with a brand on Twitter and it totally paid off

This is story I first told in the form of an embedded-tweet-laden Twitter thread, which sounds a lot like something that will fall apart one day. Maybe during the 2022 Burning Of The Platforms Formerly Known As Social Media. We’ll see. Anyway, here’s the back-up blog version. The links are mostly to the screenshotted tweets. Belt AND braces.

This one time, in 2013, my buddy Adam came over to NZ from Australia. We drank beer. Mostly good beer.¬†When he went home he had a few new kiwi brewers on his “to drink” list.

Being a bit of a beer nationalist (it’s a flaw I’m still working on), I was pretty happy with that. I joked about converting his soul to @yeastieboys who, to my surprise, played along.

“We’ll create a beer with you in mind…#SoulConverter”

So, that was fun. And then suddenly it was 2016. Yep, we just jumped forward three years in one sentence and we’ve landed right when Yeastie Boys unexpectedly reheated the joke.

(The T-Rex that Adam is talking about there is Rex Attitude, “the world’s first heavily-peated single malt ale”. It looks like beer but tastes like whisky, and it’s my favourite beer ever. A lot of people hate it. A lot of people are wrong.)

Then they started being reeeeal teases about it.

Then…

….

….

….silence.

Until March 3, 2018, when I was not having a good day.

I admit that most of that list of mine is dreadful, and very emo, but I reckon that Clouds Over Hell is still pretty good. At least, I did until I googled it and found a”song” of that name and listened to it. Remember when “industrial” music got big and teenagers who had Nine Inch Nails posters on the wall and ProTools on their iMacs started calling themselves musicians? Yeah, anyway, I’m telling a story. Stop distracting me.

We’re at March 2018 now, and things are looking real, like Soul Converter might actually be a real beer with a real name for which I’m going to take all the credit. How amazing is that?!

Then…

….

….

….silence.

Until the Yeastie Boys email list got this brilliant news on August 1:

It’s REAL!

And that’s the story of how I spent half a decade naming a beer, which is available now but only in kegs, which is why I need to go and get a keg of beer now. Thanks for reading.