If you can believe it, we're entering the fifth year of our beer and art series, Project X. It’s no surprise the program has sustained itself for so long; with a unique twist on beer labels that feature collaborations with artists domestic and abroad, the rotating Hazy IPA series has captured the attention of consumers and retailers alike with its avant-garde approach to what a beer’s cover art should look like.
We just kicked off 2024 strong with Urban Solace – Another Hazy IPA featuring a rock star triplet of hops in Galaxy, Citra, and experimental “HBC 1019” from The Hop Breeding Company.
The aroma of HBC 1019 has been described as "a potent but pleasing mix of citrus, tropical, and stone fruits. With notes of coconut, Valencia oranges, caramelized bananas, peaches, and honeydew melon.
“We’ve reached the point as a brewery where we are getting access to some pretty cool stuff, like priority hop selection and experimental varietals. HBC 1019 is one of those examples. We were really impressed with its characteristics at hop-selection last year.”
-Chris Baker – Director of Brewing Operations, Mother Earth Brew Co.
With a malt bill of nearly 40% oats and wheat, Urban Solace presents itself with huge mid-palate body, held up by slightly more bitterness than the style calls for – consistent with our brewers' tendency to design hazy beers with a more West-Coast finish. Leaning heavily into HBC 1019, the beer expresses big tropical and stone fruit notes along with a pleasing mix of orange and melon.
For the label art, we teamed up with Brazilian artist, Visvel, to create a dramatic cover that depicts a surrealistic world juxtaposing a lonely man’s solitude amidst the chaotic urban world around him. The design is right on brand for the artist:
“I was born and raised in the ghetto. My inspiration comes from the streets. Since I was a kid I’ve been on the streets with my skateboard.”
-Visvel
Urban Solace HIPA is available now on draft and in 16oz cans. Search near you using our beer finder or pick some up at one of our tap rooms.
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Sounds fantastic! Urban Solace - the name itself is intriguing. What kind of hops are you using? I'm always on the lookout for new craft brews. Speaking of relaxing urban escapes, anyone ever play Slope Unblocked when they need a quick mental break? Great way to de-stress before cracking open a cold one. Looking forward to trying this!
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