What could possibly be better than pairing a nice cold beer with a nice hot shower before a night on the town?
Why, a beer designed specifically for that purpose, of course.
A brewery in Sweden has developed a double-strength mini-beer that provides the same pre-game buzz as a regular beer – with less of a time commitment. It’s a solution to the age-old challenge of finishing a full 12-ounce beer in a six-minute shower, the developers say.
The brainchild of Swedish craft brewery PangPang and creative agency Snask, the aptly titled Shower Beer is described as “a sweet but strong pale ale in a 18 cl (six-ounce) small bottle meant to gulp in three sips while standing in the shower getting ready for the night.”
“We always loved the concept of drinking beer in the shower, so the idea to create a beer that would be drunk while showering was a must,” said Snask founder and creative director Fredrik Öst.
“But we also wanted to create a beer that would kickstart your night, hence a strong but sweet beer that would be sipped in three to four sips while getting ready to the tunes of ‘Dressed for Success!’”
Along with its convenient size, the Shower Beer’s flavor is also said to pair well with its accompanying activity.
“I let the Shower Beer sit longer in the primary fermenter before dry hopping and cold crashing it, compared to other PangPang beers,” said PangPang founder Fredrik Tunedal.
“This lets it develop a soapy flavor that in some beers is considered an ‘off’ flavor, but is just on point for the Shower Beer. The beer is heavily hopped with Citra [hops], and has a citrusy, soapy, and somewhat herbal profile.”
Tunedal believes that a beer specially catered to shower-consumption was a long time coming.
“The idea for a Shower Beer is a universal thing, I think,” Tunedal told VICE MUNCHIES. “As a brewer I work long and hard days, and when I come home I’m often covered in malt dust (my girlfriend actually calls me Mr. Malty Pants) and the shower is a gateway back to normal society.
“Looking through the hashtag #showerbeer it’s easy to see that people all over the world love that feeling of a hot shower and an ice cold beer. I just wanted to try to optimize the experience by trying to customize a brew for this glorious occasion.”
While the Shower Beer was released last month as a one-time only offering, a second run is in order due to overwhelming demand, said Tunedal.
“We did this first batch that wasn’t that big. It was mostly for the Swedish market and we wanted to have it for ourselves,” he said. “It sold out so fast. There’s quite an interest in it.”
Apparently the Shower Beer can also be used as a conditioner for your hair, if for some reason you’d rather pour it on your head than down the hatch.
“I designed the recipe so that it can also be used as a conditioner,” said Tunedal. “So if you are into looking good rather than feeling good, I’ve thought of you too.”
PangPang is currently looking into exporting to the U.S. Until then, you’ll have to settle for regular old suds while getting sudsy, ideally without dousing your hair in it.