Licensing a Bored Ape Yacht Club NFT, a cryptocurrency currently worth around $300,000, for a limited-edition beer can label was the brainchild of Evan Hecht and Ross Cohen, co-founder of The Lifetime Value Co., who presented the idea to Alternate Ending Beer’s Scott Novick and Alexis Castellano.
According to a Dec. 15 announcement from both companies, Novick and Castellano recognized the potential of used a Bored Ape for commercial branding and saw it as a fun way to collaborate and merge the world of craft beer and non-fungible tokens, or NFTs.
Hecht and Cohen licensed Bored Ape No. 3500 exclusively to Alternate Ending Beer, and the brewery then worked with branding agency BoysBurnsBarn and artist Alex V. to weave the NFT into its own unique can design inspired by street art.
“We look at our beer cans as not just a can but as a canvas for amazing art, and a vessel for the love that we put into our beer,” Novick said. “Featuring the Bored Ape NFT on the can is just the next iteration of that!”
The beer, a new grisette, is made with malted peas provided by local distillery 3BR, is the first beer with malted peas in the country, according to the brewery.
A limited number of 4-packs will be released to the public, along with a limited-edition hand-numbered posters featuring the Bored Ape NFT and beer glasses with the Bored Ape NFT sometime around Christmas.
Customers can pre-order the items until 12 p.m. on Dec. 17. After that, those interested should go directly to the brewery website or direct message the company on Instagram for more information.[/vc_column_text][/vc_column][/vc_row]