In the latest example of tone deaf marketing and branding, Riverbend Brewing of Bend, Oregon has unveiled a new beer called Fudge Me Berry Hard. The label depicts what appears to be a cartoonish chunk of fudge uncomfortably penetrating a raspberry sexually. I was first shown this label a few weeks ago and had trouble believing this would actually be released. In addition to the name and the obvious connotations, the fudge character has a face of delighted ecstasy while the raspberry looks distressed and in pain, and the leaves flying off look like a bra — another awe inspiring detail that helps cement this as one of the more jaw-dropping moves by an Oregon brewery. After receiving the press release announcing Fudge Me Berry Hard and another beer called Blunder Armour Northwest IPA, I asked Riverbend brewer Mike Brady if they did not see any issue with the Fudge Me label.
“We understand it is a bit risqué, but it’s in good humor, comical, and consensual. We have received good feedback from when we have showed this to many” said Brady.
All that says to me is that some people have learned nothing and must be existing in a bubble outside of these times. I have been accused of risqué works myself, but this seems going above and beyond risqué and isn’t even sexy but just in bad taste.
Am I wrong? I am sure you will all weigh in in the comments.
If you are so inclined, here is some more info on the beers from Riverbend Brewing:
Blunder Armour IPA is a collaboration beer with Cascade Armory, a small independent clothing company based here in Bend, Oregon. Being good friends with the brewery we were saddened to learn that the corporate giant Under Armour has sent multiple cease and desists to this family owned clothing company in what they are absurdly calling brand confusion. In an effort to help with their building legal fees we brewed a highly hopped West Coast IPA, with portions of the proceeds going to their expensive legal battle. Bright, juicy, tropical, with a touch of dankness, this 7% beer is both crushable and potent. With a twist, and fun way to experiment we will be trying with every batch a slight change to the recipe for a way to keep things interesting and allowing us to explore new techniques. Expect every unique batch’s bottom of can to have a unique word identifying that it’s different from another.
Blunder Armour IPA – 7% ABV
Malts – Great Western Pale, Superior pilsner, torrified wheat, rice flakes, dextrose
Hops – Mosaic, Mosaic Oil, Simcoe, Cascade (Cryo) CTZ, Centennial, (rotating)
Yeast – Imperial Juice or American Ale II (rotating)
Even though spring is here, doesn’t mean the dark beers should disappear. Fudge Me Berry Hard (yes you read that right) is a creamy, delicate imperial milk porter with a giant addition of raspberry puree, cocoa nibs and vanilla. Decedent, dessert-like, and delicious with flavor notes of milk chocolate, ripened raspberries and hot cocoa. Served in 16oz 4-pack cans and very limited draft, it is a switch compared to our very heavy IPA wheelhouse. Although it’s something we have wanted to brew for years.
Ah, yes, that is a piece of chocolate and a berry falling deeply in love on that label…
With both of these new releases we would love to give some thanks and appreciation to Peak Design Collective (@peakdesigncollective) for creating and designing these labels.
Fudge Me Berry Hard – 8% ABV
Malts – Great Western Pale, pale chocolate, midnight wheat, chocolate, munich, flaked
barley, crystal 60, rolled oats, lactose milk sugar
Hops – Millenium, Bravo, CTZ, Belma
Yeast – Imperial Juice
Additions – Oregon Fruit raspberry puree, cocoa nibs, vanilla