Even More Jesus
That’s probably the most infamous one. Even More Jesus actually came from a lost in translation thing, with me being from Denmark. I was discussing something about prices with a business partner, and we were sending emails back and forth, and one of the prices was really high, and I wrote, “Jesus, this is expensive.” And then I did another one, and it was even more expensive, and wrote, “even more Jesus.” And his reply was, “I don’t care how expensive it is, the next beer you make has to be called Even More Jesus.” A lot of people think it has something to do with being Christian, which I am totally not. It’s very catchy, but it doesn’t make sense.
The first time I made it, it was called Istedgade Hipster Ale, since it was made for my shop in Denmark on Istedgade street, which was pretty much the most hip street in Copenhagen. I kinda wanted to make fun of the whole hipster thing, and it was my idea of getting hipsters to drink better beer, other than PBR. So I decided to call it Hipster beer as a joke. I wasn’t sure if hipsters would find it too ironic, too self-reflexive, so they wouldn't drink it, but I didn’t give a shit. If it worked, it worked, and if it didn’t, it didn’t. But it worked! We sell a shitload of that stuff. I have no idea if hipsters drink it though.