O’Doul ’s is n’t commonly considered the hippest player in the beer market place . As the most spectacular purveyor of non - alcoholic beer , the company ’s reputation is emphatically on thesquareside . But for one night only , O’Doul ’s cans were the coolest beer you could order at a few New York City bars .
For a recent promotion , the ship’s company upgraded its standard fleeceable can to a few downright fashionable designs—“pure Instagram hook , " asFast Companycalls them — created by New York City - ground computer graphic designerMr . Kiji . The resultant looks more like a high - end pre - motley cocktail than it does amass - market brewage .
The idea was to give the non - alcoholic beverage a face lift in the eyes of Millennials on " Blackout Wednesday , " the unofficial holiday when many college scholarly person return to their hometown to go out tope with their friends the night before Thanksgiving . Not that there would be any melanize out with these cans — O’Doul ’s has less than a 0.5 per centum intoxicant content , or about the same as most kombucha , so it’svirtually impossibleto drink enough of them to get your buzz on . or else , the elegant rear end give the designate drivers and other non - drinkers of the worldly concern a fortune to stand around sip at something that looks much cool than the latestcraftIPA .
Mr. Kiji ’s geometric , pastel - tinged O’Doul ’s can would n’t see out of property in a yoga studio or on Goop . deliberate recent health research that has show that there isno safe levelof alcohol consumption , O’Doul ’s sure as shooting would n’t be out of shoes vying for a spot within the wellness trend .
The design had a very short shelf life sentence , lamentably . The cans were only useable at blue-ribbon New York City bar on November 21 , and the company says it currently has no plans to bring them back in the future . But we ’ll keep our finger crossed that we can one Clarence Day order a similarly swank - depend O’Doul ’s .
[ h / tFast Company ]
