On the case: A tale of the new mystery brew

Westport, Massachusetts – A microbrewery has given beer drinkers another reason to have that drink after work, with It’s Just Beer. The brewery has teamed up with an author to print a 12-part detective story called The Case of the IPA onto its bottle labels.

Each 22oz IPA bottle reveals another chapter in a 1920s-inspired detective melodrama about the intrigues surrounding a wealthy brewer. ‘I told you, the body was crisp and cold as your IPA,’ is one example of what drinkers might read.

In our Luxury Futures report LS:N Global explores in depth how alcohol consumers no longer just want a drink, but a story to go with it as well.