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January 19, 2019

Panic At The Disco Gets Their Own Beer

beer marketing

Finally.

Asbury Park Brewery today announced that a limited edition Panic! At The Disco beer, called IP!ATD, will be available exclusively at the internationally acclaimed rock band’s sold out Prudential Center show on Jan. 18 in Newark, New Jersey. IP!ATD will also be available at Asbury Park Brewery starting Jan. 19 while supplies last.

Asbury Park Brewery’s collaboration with Panic! At The Disco began in March 2018 when the two brewed a small batch that was only served at a secret show in celebration of the announcement of Pray For the Wicked at the legendary Stone Pony.

The Panic! Inspired IP!ATD India Pale Ale (6 percent ABV, 65 IBU’s) features a strong malt backbone, complemented with a hop nose of citrus and pine. Subtle bitterness gives way to hop juiciness in the aftertaste, distinctive of an East Coast IPA.

Asbury Park Brewery’s co-founder Jeff Plate sat with Urie to solidify what the musician loved in a beer and agreed on representing elements of West Coast styles that have been dominant in recent years, but also worked in East Coast elements that reflect the Brewery.

The 6-percent ABV IPA is said to feature “a strong malt backbone, complemented with a hop nose of citrus and pine” before “subtle bitterness gives way to hop juiciness in the aftertaste, distinctive of an East Coast IPA,” according to the brewery. Asbury Park co-founder Jeff Plate said that the band’s frontman Brendon Urie wanted a brew that reflected elements of West Coast beers while the brewery added some of its East Coast flare. The brewery itself was founded by a couple of guys with music industry experience which helps explain the collaboration.

“I say this often but beer really is my comfort food,” Urie said announcing the brew. “With all the traveling I do, it’s something I look forward to knowing I can usually find a local beer that represents the city I’m visiting or have one of my classic favorites for when I’m feeling homesick. For me, IP!ATD is a blend of both those feelings — uniting a familiar taste with something fresh.”

Check out the reviews so far on Untappd.

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