Three-time world surfing champion Mick Fanning and Balter Brewing Company are bypassing traditional bookstores to launch a new book via pubs and bars.
Titled ‘Beers Do Come True: the definitive guide to achieving your beers,’ the publication takes an unconventional format. Instead of printed pages, the book is made entirely from beer coasters, with each page designed to be detached and used under a drink while being read.
Launched in conjunction with the brand he helped found, Balter Brewing Company, the project marks the first title under a new initiative called Balter Pub Publishing.
The release is accompanied by a short book launch film that captures the thinking behind the project and its unique composition.
A first of its kind, it is described as a book on beer that you can put a beer on, with one beer enthusiast and literary critic noting, “This truly elevates beer. By up to two and a half centimetres.”
Fanning says, “This book is for all those seeking inspiration to get a beer. And yearning for a place to put that beer.”
The book is a witty, sometimes absurd, slightly philosophical but always tongue-in-cheek take on beer and how to get one, positioning itself as a parody of the self-help books that flood the market every new year.
The opening page sets the tone with a three-step philosophy printed across the first coaster: “Believe you can have a beer. Ask for a beer. Receive a beer. B A R.”
From there, the pages offer a run of satirical philosophical lessons, ranging from reflections on taste to meditations on beer’s long history and timing.
The book will be available from mid-January at selected venues that stock Balter. Customers will also be able to order the book online via the Balter website for $15.
Genna Nibaldi, Head of Marketing at Balter Brewing Company, says, “Having a Balter Cerveza, or any Balter for that matter, looks so incredible you might think that like most incredible things in life it’s really hard to achieve.
“But good beer is a dream everyone can attain. That’s why World Champion Author Mick Fanning wrote Beers Do Come True, an indispensable guide to the beer getting process.
“We also believe that coasters are overlooked as a medium. Sure, they’re absorbent, but we wanted to see if they could also be absorbing.
“So, we partnered with Mick to create a book on beer, that you can also put a beer on. Which is great, because you can’t drink in a library, but you can read in a pub.”
Matt Lawson, Chief Creative Officer and Founder of ATime&Place, says, “Did Balter and Mick just create a new distribution channel for books, whilst also inventing a new way to construct them? Or, did we just put a few cents of binder’s glue on the side of some coasters? We did both. Turns out, publishing isn’t dead, it’s just gone to the pub.”
‘Beers Do Come True: the definitive guide to achieving your beers’ can be purchased via the official Balter Brewing Company website.
Source: Clear Hayes Consulting
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