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.
“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”
WHY??? BECAUSE I LIKE BEER!!!! But I'm terrible at advertising it apparently. Sometimes you just say #FAAAAKIT and launch it anyway. Get the happy beer! @greatstateales #collab
Disclaimer: No fancy ad agencies were harmed (or used) in the making of this promo. pic.twitter.com/38xs0eP8AQ
— Vir Das (@thevirdas) June 1, 2022
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.