The mockery and indignation directed at Budweiser since it slammed craft beer makers and fans in a Super Bowl ad hasn’t died down—instead, it has fermented. Literally. Bell’s Brewery has just released an extremely limited-edition batch of beer called Bell’s Pumpkin Peach Ale.
The Chicago Tribune interviewed Bell’s founder Larry Bell about the intent behind Bell’s Pumpkin Peach Ale: “It’s a (screw) you to Anheuser-Busch. Because they sent us a (screw) you.”
Screenshot from the pro-macro beer Budweiser Super Bowl ad.
Bell added that he’s “historically had a good relationship with Anheuser-Busch,” but also said that “the whole ad was uncalled for.” He went on to say that this beer was brewed with “a little bit of a smirk on our face.”
Made with peach puree and the flesh of a pumpkin grown on Larry Bell’s Chicago rooftop, Bell’s Pumpkin Peach Ale will only be available at Bell’s Brewery in Kalamazoo, and it’ll cost you $20 per 12-ounce bottle (limit one per person). Proceeds will benefit the Kalamazoo River Valley Trail.
Bell’s wasn’t the only craft brewer who fired shots back at Bud. Let’s take a look at a few more cases of returned fire:
Abita Brewing Company: “This Is Our Craft” Video
Abita was quickest on the draw, releasing this response video on February 2, 2015. The brewery didn’t feel like it needed to make a new #PumpkinPeachAle, because it had already made a damn good one.
Griffin Claw Brewing Company: BAPPA (Beechwood Aged Pumpkin Peach Ale)
Another Michigan brewery, Griffin Claw Brewing Company unleashed its BAPPA (Beechwood Aged Pumpkin Peach Ale) in March 2015. With an 8% ABV and a 3.78-star rating (with 155 checkins) on Untappd, its message definitely hasn’t been lost on fans.
Here’s a sample review on Untappd:
Northern Brewer Homebrew Supply: Peach of Resistance Pumpkin Peach Ale Kit
Creating a homebrew kit to get as many craft beer fans as possible in on the pumpkin peach ale action makes a lot of sense. Unfortunately (but unsurprisingly), it’s currently out of stock.
Craft 805: ISO Pumpkin Peach Ale Shirt
Photo: Craft 805
Craft beer enthusiast blog Craft 805 put together a simple shirt with its spin on the Budweiser bow tie right after the Super Bowl ad aired. It may not be as impressive as an actual pumpkin peach ale, but it’s def still funny. If you want one, you can cop it online for $20.