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Philippines rock band The Itchyworms to launch craft beer brand

3rd July 2024

The popular Filipino rock band launches a craft beer line based on its hit song ‘Beer’

The Itchyworms, a popular rock band in the Philippines known for its iconic hit “Beer” released in 2006, has unveiled its latest venture: to create a limited-edition craft beer line. The introduction of the craft beer aims to bring their music’s essence in a new, unique merchandise offering, said the band members at a recent press conference.

The beer line will feature two variants, ‘Beer’ and ‘Pag-ibig’ (Love), drawing inspiration from the original song’s lyrics which humorously contemplate the choice between beer and love. The Beer variant is described by the band as a light and clean-tasting blonde ale, boasting a balance of tropical fruit flavours and the right amount of maltiness. In contrast, Pag-ibig offers a hazy, cloudy, and floral profile, blending sweet and bitter notes to mirror the complexities of love.

To produce the beer, the band collaborated with a local brewery, which embraced the band’s vision for the brews, according to reports.

Initially, the beers will only be available for purchase through online orders made via the bands official website and for a limited time only. However, The Itchyworms hope to expand the brand’s reach in the future.

The band will host an official launch event for the beers on July 13 at 123 Block in Mandaluyong City. The event will feature performances by notable local artists, including Ebe Dancel, Ciudad, Blaster, The Revisors, and The Itchyworms themselves. The launch party aims to bring together music lovers and craft beer enthusiasts for an evening of entertainment and celebration.

The Itchyworms were established in 1996, and its band members currently are Jazz Nicolas, Jugs Jugueta, Kelvin Yu, Chino Singson, Mikey Amistoso, and Weckl Mercado.

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