Aliens Tattoo, Ironhill Brewery teams up to create unique experience for customers

Sunny Bhanushali, the founder of Aliens Tattoo, a renowned tattoo studio known for its artistic excellence and storytelling through tattoos, spoke exclusively to Bizz Buzz about the unique collaboration with Ironhill Brewery. This first-of-its-kind partnership aimed to create a memorable experience for customers by combining Aliens Tattoo's artistic sensibilities with Ironhill's innovative craft beers.

"We wanted to create a memorable experience," Bhanushali explains, highlighting the rationale behind the partnership. "By combining Aliens Tattoo's custom designs with Ironhill's innovative approach to brewing, we aimed to offer something truly one-of-a-kind," says Bhanushali

What is the rationale behind the collaboration of Aliens Tattoo and Ironhill Brewery?

The collaboration between Aliens Tattoo and Iron Hill was done to create a unique and memorable experience for customers. Aliens Tattoo’s artistic excellence and custom designs combined with Iron Hill’s innovative microbrewery environment aimed to offer a one-of-a-kind experience, enhancing both brand’s aspiration value by being trend setters and being free and youthful in their thought process.

How is Ironhill Brewery faring in Bangalore, and are their beers available pan India?

Ironhill Brewery has swiftly established itself as one of India’s most prominent and rapidly expanding microbrewery chains. In Bangalore alone, Ironhill Brewery boasts an impressive patronage, serving over 8 lakh (800,000) customers. This highlights the brewery’s popularity and its capacity to attract a diverse and loyal customer base in one of India’s most vibrant cities known for its love for craft beer.

Ironhill Brewery’s beers, known for their unique flavors and brewing techniques, are currently available in three states: Karnataka, Andhra Pradesh, and Telangana. This regional focus allows the brewery to cater to a significant market segment while ensuring quality and consistency across its offerings. However, the brewery’s ambitions extend far beyond these regions. Strategic plans are in place to expand Ironhill Brewery’s footprint across India, with a series of launches and new outlets scheduled to open over the next few years. This expansion strategy aims to make Ironhill’s unique craft beers, each with its own distinct flavour profile, accessible to a broader audience, bringing their distinctive flavours and brewing techniques to craft beer enthusiasts nationwide.

How was the taste of Aliens-like beer conceptualized and perfected by the collaborative efforts of both parties?

The creation of the Aliens-like beer was a collaborative and meticulous process, driven by the shared ethos and vision of Ironhill Brewery and Aliens Tattoo. The fundamental goal was to craft a beer that embodied the experiential essence of both brands while delivering a unique and memorable drinking experience. Both brands, with their rich histories and deep-rooted traditions, prioritize the experiential aspects of their businesses, emphasizing not just the end product but the journey and craftsmanship involved in creating it.

The collaborative effort focused on developing a crisp, refreshing, and simple beer with standout features that differentiated it from a regular lager. This meant creating a brew deeply rooted in tradition but infused with innovative elements. The result was the Cosmic Lager—a classic, clean lager with low bitterness and a fruity-hoppy aroma. This fusion of tradition and innovation ensured that the beer was not just easy to drink, but also intriguing and engaging for the palate, providing an experience that resonated with the ethos of Ironhill Brewery and Aliens Tattoo.

How did the creative process unfold in developing this unique beer, infusing both the taste and ethos of the two brands?

The collaboration between Ironhill Brewery and Aliens Tattoo was a fascinating journey that delved deep into the realms of tattoo art and brewing. Both the brewery and the tattoo studio boast rich histories and traditions of craftsmanship. The goal of the collaboration was to uncover the confluence between the meticulous art forms of tattooing and brewing. Both pursuits have played significant roles in developing cultures, each with unique cultural and historical significance. The objective was to represent these art forms in an authentic yet accessible manner, celebrating their shared values and attention to craftsmanship. Central to the collaboration was focusing on the craftsmanship that defines both industries. The aim was to create a product that showcased the collaborator’s skills and honoured the traditions of brewing and the artistic spirit of tattooing. The resultant beer is a testament to the authenticity and tradition of brewing while embodying tattoo art’s innovative and expressive nature. This fusion of art and craft has yielded a genuinely distinctive and evocative product that resonates with patrons who genuinely appreciate the depth and nuance of true craftsmanship.

What ingredients are used to craft this unique beer, which has the flavors of Aliens Tattoo and Ironhill?

The creation of this unique beer involved sourcing high-quality ingredients from around the world to achieve the desired flavour profile and aroma. The beer was brewed using malt sourced from Belgium, which is known for its rich and diverse malting traditions. Belgian malt is renowned for its superior quality and complexity to the beer, providing a solid foundation for the brew. In addition to the malt, multiple hop varieties sourced from the United States were used.

These hops contributed to the beer’s characteristic fruity and zesty aroma, adding complexity and intrigue to the flavour profile. The choice of hops was crucial in achieving the desired balance between tradition and innovation, ensuring that the beer had a refreshing and unique taste that stood out from conventional lagers.

By carefully selecting and combining these premium ingredients, Ironhill Brewery and Aliens Tattoo’s collaborative effort created a beer that not only embodied the essence of both brands but also offered a distinctive and memorable drinking experience for their patrons.

What are some of the key challenges encountered during the partnership, and how were they overcome?

Collaborations between distinct industries often come with challenges, and the partnership between Ironhill Brewery and Aliens Tattoo was no exception. One of the primary challenges was navigating the differing viewpoints and approaches inherent in the brewing and tattooing industries. Each industry has unique processes, traditions, and standards, sometimes leading to conflicting ideas and perspectives. However, both parties were committed to ensuring the collaboration saw the light of day, driven by a shared goal of creating a unique and innovative product for the Indian market. Effective communication was vital to overcome these challenges.

What does this partnership and Cosmic Lager have to offer its consumers?

The partnership between Ironhill Brewery and Aliens Tattoo offers consumers a unique and multifaceted experience beyond just enjoying a craft beer. At its core, this collaboration is about raising awareness about the artistry and craftsmanship of brewing and tattooing. Both brands take pride in their Indian heritage and are dedicated to showcasing the depth and richness of their respective art forms. The Cosmic Lager, born out of this partnership, is a testament to the hands-on approach and meticulous attention to detail that defines both industries. For consumers, this means experiencing a beer that is not only crafted with precision and care but also infused with the creative spirit and innovation that both brands represent. The beer offers a classic, crisp, and clean lager experience, with a distinctive fruity-hoppy aroma that sets it apart from conventional lagers.

Will this beer be available in cans and bottles pan India?

The Cosmic Lager and other beers from Ironhill Brewery are available exclusively at their outlets in Bengaluru and Hyderabad. This focused approach ensures that the beer is served fresh and at its best quality, providing patrons with the optimal drinking experience in the controlled environment of the brewery’s outlets. While there are no immediate plans to make the beers available in cans and bottles across India, the brewery’s expansion strategy includes opening new outlets in various regions nationwide. This gradual expansion will allow more consumers to experience the unique flavours and craftsmanship of Ironhill Brewery’s beers in a setting that highlights the brewery’s commitment to quality and excellence.

What are the future plans and projects to continue this creative partnership?

In terms of future plans and projects, the next step could involve building a long-term relationship with Iron Hill after the successful event. This could include exploring further collaborations, such as recurring events or promotions, to continue leveraging the partnership for mutual benefit.