Modist Brewing + REM5 VR Lab release Hex Code, Minnesota's first AR & NFT beer label

Discussion in 'Great Lakes' started by Todd, Oct 25, 2021.

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  1. Todd

    Todd Founder (13,518) Aug 23, 1996 Finland
    STAFF Mod Team Society Pooh-Bah

    MODIST BREWING CO. AND REM5 VR LAB ANNOUNCE THE RELEASE OF HEX CODE, A PINEAPPLE COCONUT MARSHMALLOW LAGER THAT COMBINES CRAFT BEER, TECH, & ART

    Craft Beer meets Augmented Reality meets Minnesota’s first NFT art label meets stunning, world-renowned art installation

    NORTH LOOP, MINNEAPOLIS, OCTOBER 25, 2021 --After months of development, Modist Brewing Co. and REM5 VR Lab are proud to announce Minnesota’s first craft beer that integrates Augmented Reality (AR) and non-fungible tokens (NFTs). Hex Code, a Pineapple Coconut Marshmallow Lager, will be the first craft beer in Minnesota—and among the first in the world—to include AR integrations while boasting a unique NFT that will be raffled off via a QR code on the label. All of this to build upon the excitement of the world-renowned Quantum Mirror art installation opening at REM5.

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    After the success of the first Modist and REM5 collaboration, HAPTIC, an IPA that featured a beer label designed in virtual reality, they’ve teamed up again to continue to push the limits of craft beer and technology. “We love working with REM5, and relish the opportunity to augment reality and finally make tokens that are non-fungible.” said Daniel Paul Wellendorf, Modist’s Co-Owner and Head of Marketing.

    “To create this beer, we wanted the liquid inside the can to match the crazy experience that the Quantum Mirror provides,” explained Keigan Knee, Modist Co-Owner and Director of Product Development. In the spirit of pushing the boundaries of what beer can be, Hex Code was brewed with Premium Pilsner malt, milk sugar, marshmallows, pineapple, toasted coconut, and Madagascar vanilla beans. It was designed to send taste buds on a journey that they may have never been on before.

    Cans of Hex Code will have QR codes that you can scan to experience the AR technology, find more information about Quantum Mirror, and enter a raffle run by REM5 to celebrate the opening of the art installation. The grand prize is a one-of-a-kind NFT created by Quantum Mirror artist Adrian Stein. Don’t understand NFTs? At a very high level, it is a form of cryptocurrency; a new technology that has exploded in the digital art world. Other raffle prizes include tickets to the installation, tours of Modist Brewing, and other surprises leading up to the opening of Quantum Mirror.

    Hex Code will be released at Modist’s North Loop Minneapolis taproom on Saturday, October 30th, and will begin to make its way to liquor stores on Tuesday, November 2, including locations in Minnesota, Denmark, Ohio, the New England area, Wisconsin, and Iowa. The Quantum Mirror art installation opens to the public at REM5’s studio space in St. Louis Park on Thursday, November 18th.

    About Quantum Mirror
    Quantum Mirror is a transcendent immersive art experience created by Adrian Stein and located at REM5 VR Laboratory. Here you can explore an interactive journey of futuristic XR installations that reflect on the blurred line between humans and technology. This is a timed, ticketed experience for up to six trailblazers to enjoy and get up close and personal with the art including the epic, over 180 mirror infinity room that is illuminated by video art from three, 75 inch screens.

    About Modist Brewing Co.
    Modist opened in the North Loop neighborhood of Minneapolis in April of 2016 aiming to modify beer and how it is perceived by defying rules and expectations. Utilizing a mash filter powered brewing system, they push past traditional brewing by embracing creativity and unconstrained experimentation. Modist showcases their innovative spirit via the creation of a series of never seen before beers, including their flagship brews: Dreamyard (hazy ipa made from entirely oats and wheat sans barley), False Pattern (hazy pale ale brewed from oats), and First Call (an oat based coffee lager that’s blonde in color).
    In their first year of business, Modist was named both the Best New Brewery in Minnesota by Growler Magazine as well as one of “The 50 Best Breweries in the United States” by BeerAdvocate. In the time since opening, they’ve received continuous accolades including recently being named Minnesota’s Most Innovative Brewery, as well as a multitude of individual beer awards.

    About REM5 VR
    REM5 is a vertically integrated, immersive technology company based in Minneapolis: REM5 VR Laboratory, an 8,000 sq. ft. VR event space; REM5 For Good, a global leader in XR for impact and social change; and REM5 STUDIOS, a full-service, XR agency. Through these three pillars, REM5 delivers world-class XR experiences to tens of thousands of people each year.

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    Listing on BA: https://www.beeradvocate.com/beer/profile/43654/574133/
     
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  2. Jplachy

    Jplachy Pooh-Bah (1,848) Feb 12, 2012 Illinois
    Pooh-Bah Trader

    Oh look, the final nail.
     
    LittleGus and Bravak like this.
  3. MNAle

    MNAle Initiate (0) Sep 6, 2011 Minnesota

    That beer should have been named (Gimmick)
     
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  4. Bravak

    Bravak Zealot (587) Sep 9, 2014 Minnesota

    I literally had to read twice to understand this was not a joke of some type.

    God it’s painful to watch what’s happening to the beer industry.
     
    LittleGus and Alefflicted like this.
  5. Uberdachen

    Uberdachen Devotee (355) Jun 21, 2019 Minnesota
    Trader

    You scan the code and it makes it look like your monocle falls into your beer.
     
    LittleGus likes this.
  6. Bond111

    Bond111 Zealot (708) Feb 14, 2011 Minnesota
    Trader

    Forgive me, but what's wrong with doing a collaboration with a visual artist? Is it because it's an NFT?

    I think the Quantum mirror thing looks pretty stunning.
     
    eggsurplus likes this.
  7. SudsSavant

    SudsSavant Savant (1,038) Jan 9, 2007 Minnesota
    Trader

    I understood some of the words in that release.
     
    flat_lander likes this.
  8. nograz

    nograz Maven (1,424) Oct 30, 2013 Minnesota
    Trader

    Keep the NFTs coming, it is helping my mining profitability!
     
  9. flat_lander

    flat_lander Pooh-Bah (2,490) May 11, 2016 Illinois
    Society Pooh-Bah Trader

    For me it's the Pineapple Coconut Marshmallow with lactose "lager" that I take issue with.
     
  10. gudbrande

    gudbrande Pundit (962) Jul 10, 2009 Minnesota
    Society Trader

    Modist has made some very good (and a few great) beers over the years, but ones like this are just perplexing to me. I guess somebody is drinking these kinds of beers, they keep making them.
     
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  11. Bond111

    Bond111 Zealot (708) Feb 14, 2011 Minnesota
    Trader

    I appreciate your response. I would agree, attaching lager to it seems odd. Very much like Invisible String, being a Strawberry Rhubarb lager. I bought that thinking I'd get lager first, with hints of strawberries & rhubarb...to me it was a pastry type of taste. Felt like a dump some bags of fruit puree for flavor, but not a slushy look. I can understand that some people would like it, and at one time I might have more, as well. It wasn't bad, just a bit too sweet. Maybe I need to open it alongside a NG Strawberry rhubarb? Think that's what I'll do...

    Anyone try their S'mores lager and have a similar thought?

    Back to the topic of this beer, I do get the notion to explore beer with ingredients, and to try to blur the lines.

    Maybe I'm just stuck on the notion of lager being very black/white, in a small box of what you can do with a lager.

    Ehh, at the end of the day, it's only beer, and if someone enjoys the hell out of this, and it brings them into exploring more local craft beer, by all means.

    I never would have thought I'd enjoy seltzers, and had never tried one until Humble Forager released Buzzed. Is that really a seltzer? I wouldn't have labeled it that, but I also know next to nothing about brewing, or seltzers. If someone can educate me more, by all means. Was it soooo tasty? Sure was!! Was that a dump some bagged fruit puree into it, yep...Not throwing shade at either(Modist or Humble Forager)

    Interesting contrast in my own opinions... Something to further think about.
     
    gudbrande likes this.
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