Yeastie Boys launches a drinkable bunch of flowers
Yeastie Boys has launched a drinkable bunch of flowers called the Blokequet in a bid to promote positive mental health among men.
Speaking to the drinks business, Yeastie Boys co-founder Stu McInlay explained: “The idea of Blokequet is based on the idea of the first time a man receives flowers is, essentially, at his own funeral. Really, the Blokequet is a 2.5% ABV hazy pale ale, so low alcohol with a floral reference coming in through the flavour and the Earl Grey blue flower tea, like Gunnamata, and also through the label and the conversational aspect of that.”
The Blokequet is being sold as a limited-edition release with every beer sold making a donation to the I Am Hope foundation, supporting the youth of New Zealand. Revealing more about the launch, McInlay told db: “The idea is to promote conversations about mental health with men and the idea that maybe you can bring them some flowers as well.”
Yeastie Boys general manager Joshua Sanford revealed to local press: “We know we need to open up to our close mates – but showing up with a bunch of flowers isn’t the typical thing to do…showing up with some beers and having a chat is. What we love is that the Blokequet doesn’t just start meaningful convos, it also supports the important I Am Hope Foundation.”
I Am Hope founder Mike King added: “The reality is, most men in New Zealand socialise over a beer. That’s when they will really connect and talk with each other, so it’s a really big opportunity for us to start encouraging those kōrero to include mental health. The Blokequet is the perfect icebreaker for initiating these conversations. And it doesn’t have to be a really serious talk. It can be as simple as asking your mate if they’re okay.”
The Blokequet will be available at selected bars and liquor stores across New Zealand and will also be sold in a traditional bouquet-style arrangement to be shared with the friends.