The Filipino pop-rock icons, The Itchyworms, are set to strike a harmonious chord between their love for music and craft beer with the launch of their very own brews.
This exciting new venture will be celebrated with a grand musical event, "Beer o Pag-ibig? Official Launch," on July 13, 2024, at the 123 Block. The evening promises an unforgettable experience filled with music, games, and a first taste of their unique beer offerings.
Crafting a New Narrative
The Itchyworms, known for their infectious melodies and relatable lyrics, are not just stopping at conquering the music charts; they are now stepping into the world of craft beer.
Inspired by their iconic song "Beer," which has become an anthem for many, the band’s entry into brewing is a natural progression of their brand.
The song’s lighthearted yet profound exploration of the pleasures and dilemmas of drinking serves as the perfect muse for their new craft beers.
The band dares to ask a poignant question with their brews: "Bawat Patak. Anong Sarap. Ano ba talaga’ng mas gusto mo?"—translating to "Every drop, what deliciousness. What do you really prefer?" This playful yet thoughtful inquiry reflects the dual nature of their two beer variants.
The Beers: BEER and PAG-IBIG
The first variant, BEER, is a light and clean tasting blonde ale. Its balanced tropical fruit flavor and mild maltiness offer a refreshing experience, perfect for a laid-back evening with friends.
On the other hand, PAG-IBIG, which means "love" in Filipino, is a hazy and cloudy brew with a floral character, embodying both sweetness and bitterness. This complexity mirrors the multifaceted nature of love, making it a fitting tribute to the band's musical ethos.
A Night to Remember
The event at 123 Block, starting at 6 pm, is more than just a beer launch; it's a celebration of the local music scene. The Itchyworms have invited a stellar lineup of performers, including Ebe Dancel, Ciudad, Blaster, and The Revisors, ensuring that the night will be filled with incredible music.
This gathering of musical talents, all friends and favorites of The Itchyworms, highlights the strong sense of community within the local music industry.
In addition to live performances, attendees can look forward to various games, booths, and on-ground activities. These engagements, prepared by GNN Entertainment Productions and The Itchyworms, aim to create an immersive and entertaining experience for all.
Beyond the Music
What makes this launch particularly special is how it encapsulates the spirit of The Itchyworms.
The band has always been about more than just music; they are storytellers and creators who understand the importance of experiences.
By venturing into craft beer, they are offering their fans a new way to connect with their art, one that is tangible and sensory.
The entrance fee of P999 for two people, which includes a free six-pack of beer, is a testament to their commitment to making this event accessible and enjoyable. This pricing strategy not only encourages fans to come in pairs but also ensures that everyone leaves with a piece of the experience to take home.
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