Drakes – Hopocalypse Coming 1/31

When: Saturday, January 31, 2015 at 10am

Where: endisbeer.com and Drake’s Barrel House in San Leandro

What: The release of Drake’s most sought after seasonals, Hopocalypse Double IPA, Black Label Hopocalypse Triple IPA, Post-Hopocalypse Session IPA, and one helluva party.

Scientists (all of them) have determined that a green comet-like body is headed directly for earth, predicted to make landfall in San Leandro on Jan 31st. Upon impact, precisely at 10am PST, experts speculate a green cloud of hop matter will engulf the area and infuse the beers a impact point (exactly at Drake’s Brewery) with ludicrous and irresistible levels of citrusy, tropical, dank hop flavors and aromas.

Experts suggest that when consumed these “hops” are known to cause a phenomenon known as “alphahumulophelia” commonly dubbed “hop mania.” Hop-maniacs can be recognized by their single-minded need for irresponsible levels of hops in malt beverages and their inexplicable aversion to all things bland, boring, and status quo. At this point the impact appears unavoidable, and all in California and parts of Nevada face an extreme probability of developing hop-mania.

You’re welcome to hide in the bunker with a stash of light lager and soggy saltines, but we invite you to join us and embrace the Hopocalypse, but to do so, you’ll need a plan. So, Hopocalypticos, come up with a plan, and show us what you got via Facebook, Twitter, and/or Instagram, using the hashtag #TheEndIsBeer.

During the month of February, we’ll select one winner each week with the best plan, to be named leaders of the Hopocalypse and among humanity’s best chances for survival. Winners will receive their own Official Drake’s Hopocalypse Survival Kit and automatically be entered to win a trip to the brewery for day of brewing and beer fun with the Drake’s crew. For more information on the contest or the release event, visit www.endisbeer.com. Good luck, friends, for it seems… The End is Beer.