Vietnam’s Heart of Darkness Brewery has launched IPA Week, a nine-day regional collaboration showcase pairing bold hop-forward beers with visually disruptive, screen-printed label art rooted in pulp, punk, and poster culture.

Running from August 1 to 9, each day will feature a limited-edition IPA brewed with a different partner from across Asia. 

The campaign’s visual centrepiece — a striking skull with hop cones exploding from its cranium — captures the intensity, flavour, and creative madness that defines the Heart of Darkness brewing ethos. 

IPA Week 2025 is presented in partnership with Yakima Chief Hops, the headline sponsor and one of the world’s most respected hop producers.  

Neil Wood, Head Brewer at Heart of Darkness, explains: “We wanted each beer to hit hard – not just on the palate but in personality. These labels feel like something you’d rip off a wall, tape to your fridge, and tell your mates about. Each collab tells a story of where beer meets character.”

This year’s celebration also marks the 25th anniversary of Simcoe®, a hop variety that has helped shape the modern IPA.

Simcoe® features in many of this year’s recipes – from hazy juice bombs to sharp, clean West Coast styles – delivering vibrant citrus, pine, and passionfruit notes.

“IPA Week is a perfect example of what’s possible when a brewery uses hops not just as an ingredient, but as a creative force. We’re proud to support this week of experimentation, storytelling, Southeast Asian brewing talent, and to see Simcoe shine as it celebrates 25 years of hop excellence,” says Alvin Teo, Yakima Chief Hops Southeast Asia Regional Sales Manager.

The visual campaign pays tribute to this milestone with label artwork literally bursting with hops, symbolising the explosive impact of Simcoe and Heart of Darkness’ dedication to pushing the boundaries of beer design and storytelling. 

The full IPA Week 2025 lineup includes:

• August 1 – Calamansi IPA with Schrodinger Brewing (China)

• August 2 – WC DIPA with Sriracha Brewing (Thailand)

• August 3 – Bubblegum IPA with Deme Brewing (Vietnam)

• August 4 – Cold SIPA with Overmorrow Brewing (Vietnam)

• August 5 – Sour IPA with Leyd Brewing (Malaysia)

• August 6 – English IPA with Lion Brewery (Singapore)

• August 7 –Whey Milkshake IPA with Great State Aleworks (India)

• August 8 – Hazy Session Yuzu IPA with Deadman Brewing (Hong Kong)

• August 9 – Full Release Party at Heart of Darkness, Saigon

Each beer will be available in limited quantities on draft, with the potential for extended regional pours through partner bars.