The Persistence of Inebriation

Bell’s Brewery, Inc of small town Kalamazoo, Michigan in the US has been quietly brewing up a masterpiece for years. But this year the masterpiece is also in the packaging.

Oberon – Bell’s light summer wheat ale – has become their most popular brew for its style as much as for its incredible taste. Local college kids have been known to hold all night tailgaters in celebration of Oberon’s annual March release. But in recent years the brew has gained quite a following, with bars from Manhattan to Phoenix to Puerto Rico tapping kegs of the stuff (sometimes year round).

This year’s release will give a nod to a very special occasion – not the beginning of spring in the Midwest, nor the start of the American Major League Baseball season. This spring, the label for Oberon’s popular five liter mini-kegs are graced with a play on “The Persistence of Memory:” Salvador Dali’s surrealist masterpiece, which celebrates its 75th anniversary. Instead of Dali’s watch faces, Oberon’s iconic suns melt over the landscape, evoking the sweltering heat and the delicious frosty relief contained within.

Request Oberon by name at your local pub, or find out where those mini-kegs might be sold near you.