In Russia, Unbeerlvbl Brewery has launched a new conceptual pale ale with therapeutic qualities that are described as “a cheaper alternative to therapists”.
Packaged in 500ml bottles, Therabeer is a “valerian pale ale” which features a picture of a red sofa on the label and the message “how does that make you feel?”. It is packaged in striking brown bottles with gold caps and turquoise-blue labels.
It is an ideal solution for those suffering from a mid-life crisis, relationship problems, bad boss issues or traffic jam fatigue, Nizhny Novgorod-based Unblvbl said. The beer has an ABV of 5.8%.
Therabeer is “an alternative to expensive therapists,” the company said of the project. “A bottle a day keeps the therapist away. All calm down, my friends!”
© FoodBev Media Ltd 2024