South Australian owned and operated VOK Beverages has announced the launch of Hobo Brewing, a new player to the craft beer market tailored to “the modern man”.
The Hobo Brewing range comprises of four varieties; a Pale Ale, Mid Strength IPA, Session Ale and an APA.
Master Brewer Marcello Marchetti says the name Hobo Brewing means “a self-determined, wandering spirit, citizen of the world.
“Hobo Brewing was created by gathering knowledge and experience from all over the country and beyond – much like the stories from hobos of years gone by.
“The range offers an ale for every occasion. Be it a spice-led wheat beer, perfect for an Australian summer, through to a hop heavy, mid-strength IPA.”
Marchetti comes with extensive international experience brewing for brands including Heineken, Becks and Guinness. His inspiration for the recipes came from exploration from all corners of the globe.
“We saw an opening in the market for a range of craft beers that are relatable to the everyday man. A Hobo is a man who moves through life with intent, drive and one who paves their own path – all the while with a craft beer in hand. Creating fresh, balanced and enjoyable beer is our number one priority.
“The overall philosophy of Hobo Brewing is based on a world awash with mediocrity, choosing the road less travelled, forgetting the origin and the destination, but always enjoying the ride,” says Marchetti.
The new range will be available from selected venues and outlets from September 2017.
It has to be said that this all sounds pretty dull and unimaginative. “An opening in the market”? Another “session IPA”? The challenge for these people is to brew a flavoursome beer, not some dull re-interpretation of a thousand beers which already exist.
And another thing. It’s not craft beer.
I think they need a better dictionary / thesaurus. Perhaps they’ve been using the Trump family version? The Macquarie Dictionary gives two meanings – a tramp or vagrant, or a migratory worker. Can’t see either of those images making me want to buy this beer.