Brand Packaging

The 'Case' of the IPA

January 31, 2011


Massachusetts brewery Buzzards Bay Brewing serializes a detective story on the labels of its Just Beer brand India Pale Ale variety. Each 22oz bottle features one of 12 chapters in the noir-style mystery, which follows the capers of a cast of “zany” brewers and is penned by author Paul Goodchild. A 12-pack tells the entire tale; though, fittingly perhaps, the brewery reminds all to “please read responsibly.”