Sweden: New Shower beer for internal and external use

It is a well known fact that beer can be applied to the hair as a conditioner. But drinking beer under the shower is a totally new concept which was invented by Swedish craft brewery PangPang and the creative agency Snask.  The new Shower Beer is “a sweet but strong pale ale in a 18 cl (six-ounce) small bottle meant to gulp in three sips while standing in the shower getting ready for the night.”

“We wanted to create a beer that would kickstart your night, hence a strong but sweet beer that would be sipped in three to four sips while getting ready to the tunes of ‘Dressed for Success!’” says Snask Founder and Creative Director Fredrik Öst

The product was released last month as a one-time offer but due to the overwhelming success the brewery considers adding the beer permanently to their product line. The beer was exclusively developed for the special use under the shower. “I designed the recipe so that it can also be used as a conditioner, so if you are into looking good rather than feeling good, I’ve thought of you too!” PangPang brewery founder Fredrik Tunedal told news portal Munchies

“I let the Shower Beer sit longer in the primary fermenter before dry hopping and cold crashing it, compared to other PangPang beers,” Tunedal explains. “This lets it develop a soapy flavor that in some beers is considered an ‘off’ flavor, but is just on point for the Shower Beer. The beer is heavily hopped with Citra [hops], and has a citrusy, soapy, and somewhat herbal profile.”

Share this article: