Beverage Industry

A canned collaboration for Hoopla Pale Ale

August 15, 2012

 Boulder Beer Co. released its summer seasonal Hoopla Pale Ale in six-packs of 12-ounce cans. Hoopla Ale was created last year through a collaboration by thehoop Colorado-based Boulder Beer brewers and homebrewer and musician Kyle Hollingsworth of the band String Cheese Incident. This year’s introduction of cans allows the beer to be incorporated into outdoor activities, the company says. Hoopla Ale cans include a quick-response code that consumers are able to scan for free music downloads from Hollingsworth and information on Hoopla Ale. As with last year, the beer also is available in 22-ounce bottles and on draft.