“Ever heard of Sweet Action…the magazine?”
That short-lived sensation sparked one of our first collaborations—the beer you hold in your hand. Our quest to classify SWEET ACTION has ended; it’s a beer your brain can’t categorize, but instead speaks directly to your palate. Our senses and intuition sometimes conquer rational thought. It’s Mad Science.
The first brew was for a friend’s party. In three separate phone calls, she requested three different beers. First it was a wheat beer. Then it was a lager because her dad loved ‘em. Then she wanted a pale ale. So we put them all together and fermented it out with a Belgian yeast to 7.2% ABV. It was a super spicy brew with tons of biscuit malt, aromatic malts, and some bitter, dank American hops. This all took place in Madison, Wisconsin.
Then came the infamous photo shoot. A chance encounter in 2004 in Red Hook, BKLYN, led this beer to be served at a launch party for a short lived local magazine. The thing finally had a true namesake, after the magazine: SWEET ACTION.
That might leave you wondering, what exactly is SWEET ACTION? Well, sometimes knowing isn’t everything. Sink one… your palate just gets it.
Early-harvested Simcoe hops give Sweet Action a peachy aroma, while Canadian White Wheat smoothes out the body and gives the beer that hazy look.