Overview: Vancouver, Washington-based Vice Beer Co. has partnered with Atari to release a four-pack of beer cans featuring video game-themed labels. The collaboration highlights 80s and 90s nostalgia referencing classic arcade titles including Pong, Asteroids, Missile Command, and Centipede.
The Full Story
Vice Beer leans heavily into 80s and 90s nostalgia for its branding and marketing. Michael Perozzo, one of the brewery’s founders, described landing this collab as a full-on dream-come-true moment. The result is a four-pack of retro-gaming-inspired beers available on Tavour in a collectible format. It will also debut at PAX West in Seattle.
Beer industry folks interested in attending a private tasting with Vice Beer and Atari on September 4th should DM @vicebeer on Instagram for details and to get on the guest list. Space is limited, so get on it.
Production & Profile
The collection features four distinct styles tailored to different preferences. One-Button Joystick is a West Coast IPA with 6.9% ABV featuring bright mango and grapefruit notes with hints of tropical fruit and mixed berry. Original Bug Battle is a New England IPA with 6.4% ABV offering mandarin, peach, pineapple, strawberry, zesty lime, and white grape tones.
Sunken Treasure is an Imperial Stout at 8% ABV brewed with Nightdive Studios, featuring s’mores flavors including toasted marshmallows, graham crackers, and cacao nibs. Gemstone Sour is a Fruited Sour at 5% ABV brewed with actual raspberries and lemons paired with a tart Sour Ale base.
To craft the One-Button Joystick, the team started with a Pilsner malt base hopped with Columbus Cryo, Strata, Idaho 7, Citra, Mosaic Cryo, and Quantum Mosaic. The Original Bug Battle was brewed with a soft base of Pilsner malt, flaked oat, and fortified wheat, then blasted with Nelson, Motueka, Strata, Citra Cryo, Mosaic Cryo, and Quantum Galaxy.
Brand & Industry History
For the unfamiliar, Vice Beer Company leans heavily into 80s and 90s nostalgia for its branding and marketing. Atari is the company that gave seminal video games including classics like Pong, Asteroids, Missile Command, and Centipede. Nightdive Studios is a game studio and part of the Atari family with an emphasis on retro video game preservation and restoration.
What This Means
The collaboration represents a joystick-and-hops mashup that fits the brewery’s retro vibe. Michael Perozzo noted the thrill of being a kid walking into an arcade with a pocket full of quarters compared to today’s thrilling 4-pack. Whether plugging in an Atari Flashback console or the 2600+, the release invites buddies over to a home barcade or serves as collectible cans for enthusiasts.
Consumer Takeaway
Gamers can acquire the beers on Tavour in a collectible four-pack. The release also debuts at PAX West in Seattle. Consumers seeking specific styles have options ranging from a crushable Westie for button-mashers to a luscious, fruity Sour for those who just want to vibe.
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