22squared and Sweetwater Brewing join in launch of cannabis beer brand

(Can)nabis...get it? Sweetwater Brewing's latest brew.

Apparently beer can taste sticky, and that's a good thing, according to a new cannabis beer brand.

Sweetwater Brewing Company tapped agency 22squared to help launch the beermaker's inaugural cannabis strain flavored beer, dubbed '420 Strain: G13 IPA.'

“Brands typically approach ad agencies for messaging and campaign development after the product has been established," says John Stapleton, director of innovation and design at 22squared. "In this case, we were the integral partner on the product from its inception.”

The new beer is a product line extension of Sweetwater's 420 Extra Pale brand, an existing nod the brand's laid-back vibe and embrace of the marijuana lifestyle.

22squared worked with designer New Uniform in creating the beer's distinctive logo, labeling and six-pack carrier. The copy on the packing reads: "G13 Strain IPA is a strange new brew indeed. We took an already dank IPA and married its hops with strain specific terpenes and natural hemp-type flavor. The result is an aromatic super-hybrid sticky IPA that’s ready to rip."

Sweetwater's founder Freddy Bensch says the new beer is part of a line that hopes to push the envelope of brewing and speak to the company's 420-friendly lifestyle.

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