Portal to hop hell - Limited Edition Brut IPA
The box. You opened it. We came.
Every November, Uiltje Brewing Co. treats its fans to a limited edition Brut IPA for the holidays. Traditionally packaged in a collector's box or magnum bottle, Uiltje turns the branding to a minimum around the turn of the year and the cans are just a big canvas. "It's a gift for the most loyal fans," says Joyce Kooijman, marketing manager at Uiltje. "Something you can really collect, talk about and enjoy during the holiday month of December." This year, the Haarlem brewery took inspiration from a horror classic from the 1980s. The result is the Portal to Hop Hell, a meticulous craft collector's boxset featuring four black-colored 44cl cans, each of which features a gruesome hand-drawn character. Announced on Halloween, Portal to Hop Hell was released Nov. 20.
"This is the only batch in the year where we completely ignore the laws of brewing and branding and really market something wanton," says founder Robbert Uyleman. "The time and energy we put into these party boxes makes absolutely no sense commercially, but it's something we really want to do. You can't put a price on passion."
Portal to Hop Hell
In previous years, the Haarlem brewery has brewed gangster-themed Brut IPAs in magnum bottles. This year, the Portal to Hop Hell is available exclusively as a box set of four. The box is an extravagantly illustrated Hop Box covered in owls from hell. There is even a warning for buyers, "Open this box and Uiltje owns your soul.Each of the darkly sinister tins features a different horror character, drawn by in-house cartoonist Gerben Valkema. Each can features a short story by writer John Weich.
"We've toned down our branding to the point where it's almost nonexistent, using almost all available space for the artwork," Kooijman says. "Of course we want our fans to drink the beer fresh, but secretly we hope they'll display our Portal to Hop Hell boxset on their bookshelves. Sort of a trophy for hopheads."
- Beer Style:
- IPA
- Alcohol content:
- 9.0%
- Insanely delicious with:
- light cheeses
- The biggest flavor explosion on:
- 5-7 degrees Celsius
- Content:
- 4x44cl
- Ingredients:
- water, GERMAN malt, hops, yeast
- Allergens:
- Contains: barley
- Plato:
- 17
- Article Type:
- Tin
- Deposit:
- 0,60
- IBU:
- 25
- Malt:
- Pilsner
- Hops:
- Magnum, Cascade, Elixir, Chinook, Nelson Sauvin, Peacharin, Ekuanot
- Yeast:
- Lalbrew Nottingham
- Beer assortment:
- Lab Series
