Asia Brewers Network

Vir Das & Great State Aleworks Go ‘Faaaak It’

29th June 2022
Fermentis

One of India’s most popular contemporary comedians, Vir Das, has launched a craft beer with Pune’s Great State Aleworks.

Mr Das, a comedian and actor with a wide repertoire of acting roles in India and the United States, launched his irreverently named beer – Faaaak It – to his 7.8 million Twitter followers.

The scale of the collab is particularly noteworthy, with the beer launching in multiple urban beer markets including Mumbai and Hyderabad.

“A year ago, I found the good people at Red State Aleworks. They’re the best in the business,” shared Mr Das in his Twitter launch video.

vir das craft beer india

“We spent a year perfecting this beer. Our motto was to spread happiness. And after a maybe stressful day you might want to literally say FaaaakIt and have a can of beer to unwind yourself.”

The beer is described on Untapped as a Kolsch that’s a “clean, crisp and easy-drinking beer with low bitterness and a fruity and dry finish”

The beer has been launched through direct-to-consumer crowler deliveries and also through on-trade channels in Mumbai, Pune, Hyderabad and Bengaluru.

The collaboration, at least according to Mr Das’ recent tweets, has reportedly been a success: the first batch of the beer has already nearly sold out.

Article by:

Oliver Woods

Oliver Woods

Founder

Beer Asia

Oliver is a marketing strategist by trade and a craft beer enthusiast by choice. He is the co-founder of Kakilang Brewing Company, a nomadic nano-brewery and lives, works and drinks in Saigon (Ho Chi Minh City), Vietnam. You can find him on Twitter @oiwoods

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