Doss Blockos has reinvented its packaging and opened a bar in Melbourne called Hotel Animal. The brand, which launched more than a decade ago, has put sustainability at the forefront of its beer packaging, which no longer comes in the bottles wrapped in brown-paper bags. Instead, its latest release ‘D’ Draft is available in cans and features a bold new design.
The new ‘D’ Draft is the second beer in the ‘Alphabet City’ series. It sits beside the recently released Doss Blockos ‘X’ (XPA), and gives a nod to the past while embracing the new fresh look and feel.
“Doss Blockos ‘D’ is a return to our roots,” said brand manager Benjamin Cairns. “Clean, refreshing lager is how we started all those years ago, and since then, we’ve refined our recipe. And this is it – a freshly polished draft beer. This beer is brewed for drinking.”
As part of brand’s reinvention, a bar has been created with Doss Blockos ‘D’ in mind, Hotel Animal (above). Designed by Josh Lefers, also one of East 9th Brewing’s founders, it’s located on Melbourne’s King Street. It’s a gritty rock’n’roll venue that tips its hat to the long list of departed rock stars from the ’27 Club’. Inside there are literally shrines to the likes of Amy Winehouse, Kurt Cobain and Janice Joplin to name a few.
“Through the doors, your ears will be treated to loud rock’n’roll and your taste-buds with fresh Doss Blockos brews,” Lefers said. “Doss Blockos has an unapologetic, non-nonsense approach to beer and a raw creative vein that connects the brand to the beating heart of this venue.”
Guests including comedian Arj Barker (pictured above, with Lefers) were on hand for the launch of the bar last week.
‘D’ Draft is available via all good liquor wholesalers, retailers and Dan Murphy’s stores nationally.
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Categories: New releases
