A lot has changed since the couple founding Brouwerij ‘t IJ delivered Amsterdam’s new craft beer in a battered old van. Nowadays Amsterdam has certain of its brewers deliver new brews in a suit. Has the beloved alternative world of craft beer been invaded by evil corporate players? Well, not quite. Bru’d founders Chiel Muurling (freelance marketing specialist) and Aike Müller (freelance organisation and management consultant) might be businees boys, but they’re business boys with a bio bent. They are interested in sustainable ways to make food and technology intersect. But, while they use serious, big words such as “democratising food and nudging communities to make our foodscape more interesting”, they label their beer with outrageously ironic Soviet imagery. Who do they think they are? We emailed them to find out and got this too-good-not-to share-reply:
Bru’d (pronounced ‘Brewed’) was launched like a USSR rocket in 2013, with all the grandeur of a 1967 Lada. After years of dedicated homebrewing, we (the Hopparatschiks Aike and Chiel) decided to spread some hoppiness to beer lovers in Amsterdam. Our first beer ‘Hoppenheimer’ (a Hopfenkölsch’, the twisted love-child of a Kölsch and an India Pale Ale, with 5 different hops) is recognizable by its Communist-realism red label.
Our mission is to overthrow evil capitalist brewers, and bring back the means of brewduction in the hands of the masses: Exhoppriation!
Our beers are classless and smell hoppy like spring in Prague.
We put-in only the best hops and malts.
Our beers won’t go stale-in a few seconds.
A beer-istroyka for the beer industry.
Beers that will give a long-needed Brezhn’ of fresh air.
Beers that will give beer lovers a brewclear option!
In December, Bru’d will add another beer to the already impressive
line-up of 1 beer: a hoppy and rich Breakfast Porter, with added cacao nibs of
the Chocolatemakers in Amsterdam. The name on the label is Chocenbrouwer,
which we think is quite highbrouw…
What to add? Not trying it is not an hoption? If you do, but encounter trouble pouring it, here’s some advice: