Modist Brewing Releases Mad Max Inspired Commercial for Upcoming Bottle Release (Video)

From Modist Brewing:

Hello Beloved Ones,

I’m pleased to present to you a slightly over the top video promo and the event details for our upcoming release of Lord Humungus, an Imperial Rye Stout.

ABOUT THE BEER

This year’s version of Lord Humungus is a one-of-a-kind 11.8% ABV Imperial Stout made from 53% rye (made easy thanks to our mash filter brewing system). The Malted Rye, Chocolate Rye, and Caramel Rye impart flavors of sweet spice, dark chocolate, and brown sugar. This beer also has what could be the fullest mouthfeel of any beer we’ve ever tried and is insanely dark – reasons why we’re calling it "thicker than 40 weight motor oil and darker than a tire fire." We’ve got a limited amount of bottles available for sale out of our taproom beginning at noon on 10/28 – and a handful that will be sprinkled out to liquor store accounts.

ABOUT THE VIDEO

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Lord Humungus is named​ after the "villain" in Mad Max 2: Road Warrior – so we aptly tried to pay homage with an epic post-apocalyptic quest. The video, which can be seen HERE (or non-facebook users can see it here), follows the journey of "The Ryeder" (played by one of our Co-Founders, Kale Anderson) as he tries to barter bags of rye for a bottle of Lord Humungus. In order to safely reach the gates of Lord Humungus’s Barter Town he must avoid some dirtbike driving ruffians. Luckily, the Ryeder has the help of a Feral Child (played by Modist Part-Owner/Beertender Bobbi Mayberry) who boomerangs him so safety.

Inside the gates, the Ryeder’s rye is carefully examined by Lord Humungus’s scantily clad Head Brewer (played by our Co-Founder/Head Brewer Keigan Knee) who then seeks the Lord’s approval before granting him a bottle. Then after seeing that the Ryeder has in fact brought multiple bags of precious rye, the entirety of the Barter Town is delighted and a party ensues.

The video was shot at Kale’s dad’s shop in Maple Plain, MN (which conveniently looked very post-apocalyptic), produced by me, and filmed by our friend Aleutian Calabay of Calabay Productions. I’ve attached the code to embed our facebook video on your site if you care to!

ABOUT THE PARTY

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Following the bottle release on 10/28, we’re throwing a Lord Humungus post-apocalyptic themed Halloween party. The party will feature live music, live art, live screen printing, and a costume contest. Entry to the taproom area will be free all day, and entry to the live music area will be $5. More details can be found IN THIS BLOG and our FACEBOOK EVENT.