After numerous successful brewing years and countless beers, the Garagista Brewery is up for sale. Owner, Steve Miller is moving on and is looking for a buyer who can carry on the spirit of the brewery.
Garagista is renowned for some fairly out-there advertising for their Tears of the Hipsterand Bat Piss craft beers so, of course, selling the brewery had to be something out of the ordinary too. It was with this expectation that they developed their For Sale Ale– a bittersweet Indian Pale Ale created with a single purpose: to sell the brewery whilst giving you a literal taste of what you’re buying, namely the quality of the brew and the spirit of the brand.
The story, however, isn’t just in the beer, but the label too. Ad agency DUKE created a Classified ad advertising the sale of the brewery, which was run in a regional newspaper. That exact classified ad was then turned into the actual label design, which not only appears on the bottles, but a limited-edition bottle wrap too.
For those wishing to try the first beer that was created to sell a brewery, you can find it primarily at Garagista’s brewery bar in Riebeek Kasteel or at selected specialist beer merchants in the Western Cape. And of course, if you like the beer, then why not buy the brewery? Steve’s details are on the label.