NFTs are the latest cryptocurrency phenomenon to go mainstream. In the simplest terms, NFTs transform digital works of art and other collectibles into one-of-a-kind, verifiable assets that are easy to trade on the blockchain.
Licensing a Bored Ape Yacht Club NFT 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 Co.’s Scott Novick and Alexis Castellano.
Novick and Castellano recognized the enormous potential of utilizing a Bored Ape for commercial use and saw a fun way to collaborate and merge the world of craft beer and NFTs. The Bored Ape Yacht Club is a collection of 10,000 pieces of digital NFT art living on the ethereum blockchain.
Hecht and Cohen, both active in the NFT community, licensed Bored Ape No. 3,500 exclusively to Alternate Ending Beer Co. Alternate Ending Beer Co. worked with John Turner, of award-winning branding agency BoyBurnsBarn, and new artist Alex V. to weave the Bored Ape NFT into its own unique can design inspired by street art. Featuring the Bored Ape being spoon-fed peas on the label, the aptly named “Drink Your Peas” beer is a grisette made with malted peas, a first in the United States.
The new grisette is made with malted peas provided by local distillery 3BR of Keyport.
The company is releasing a limited number of four-packs to the public. In addition to beer cans, there will be limited-edition, hand-numbered posters featuring the Bored Ape NFT, as well as a select number of beer glasses with the Bored Ape NFT sometime around Christmas.