Purity Brewing Company is celebrating the launch of Session IPA, the first in a series of new seasonal beers.
And staying true to its community values, the award-winning brewery has teamed up with Birmingham City University’s School of Art, challenging students to design artwork for the new release.
After brushing up on their beer art, graduates Bethan Nicol and Zunaira Muzaffar (pictured with Purity marketing manager, Paul Brazier) saw their fantastic designs selected for production, winning a cash prize, honouree Puritan memberships, and having their names on the cans themselves.
The talented pair, who have just graduated with first class honours degrees, helped Purity launch Session IPA at Birmingham’s Pure Bar & Kitchen, with the winning designers in attendance as VIPs.
Session IPA is generously hopped with Simcoe, Eureka and Mosaic, and brewed with Maris Otter, Vienna and golden naked oats. It’s also vegan friendly and gluten free.
Unfiltered, infused with real grapefruit peel and brimming with tropical fruit notes and hop aromas, the 4.5% ABV session beer is available in 500ml cans and 30-litre kegs.
Purity managing director, Paul Halsey, said: “We’re very excited to be launching this new beer; seasonal, sessionable and something a little different to our core range.
“Working with the local community is something we’ve always prided ourselves on at Purity, and whilst we have a long-standing relationship with Birmingham School of Art, this is the first time we’ve worked with the students on a specific project with a release into market.
‘Eye-catching design’
“We hope Session IPA excites our Puritans and customers, too, both in terms of pure quality and the eye-catching design. A massive thank you to all the students who took part in the brief — we were blown away by the ideas and the artwork, and it’s great to engage regional talent in this way. And here’s to the winners and our new Puritans, the wonderfully talented Bethan and Zunaira.”
John Wigley, curriculum co-ordinator and fine art lecturer at Birmingham School of Art, said: “The opportunity to respond to commercial briefs from local businesses is fantastic for our students, and we are delighted to have been involved in this artwork design with Purity. I look forward to seeing the cans in shops and bars, proudly displaying the names of our winning graduates.”
Future seasonal beers are in the Purity pipeline, after the Warwickshire brewery took receipt of a sparkling new pilot kit in the spring.
