Say hello to Bïeryoncé.
Beyoncé may have already proved one of the most influential members of the music industry, but her grasp of influence had not yet touched the world of food. Until now.
Back in October 2016, Bïeryoncé was introduced to the beer market and has now made a return in its second installment. The German-style pilsner comes courtesy of Lineup Brewery in New york’s Brooklyn – an all-female owned and operated enterprise.
As its name suggests, Bïeryoncé is very much inspired by the multi-award winning American singer. Even the can is a celebration of Beyonce, with its artwork taking inspiration from the 2013 album ‘Flawless’, featuring a matte black background and tall pink letters.
Head brewer and co-owner of Lineup Brewery Katarina Martinez says that the drink came about because it was initially brewed for an Oktoberfest party that coincided with a Beyoncé concert. Katarina was working at the party and was unable to attend the concert, creating this drink in ode to her love of the singer.
“I was terribly sad about it, so I decided to name it in her honour,” she says. “I’m also a Hispanic, woman-owned and operated business, so I really look up to her and the strength and empowerment she promotes with women.” It’s not the first time that Lineup have named a drink after pop culture figure, with Tami 1 IPA (from Parks and Recreation) as well as Grumpy Mort also available.
Unfortunately it seems that Beyonce herself is not a fan of the Bïeryoncé brew, having sent a cease and desist to Lineup Brewery. In response, the brand have deemed to rename the drink ‘Katarina’ in ode to its creator and promise that “we are still huge Beyonce fans.”
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