The humble bottle cap. Is there anything as trivial and disposable?
Not if you’re drinking Magic Hat.
The Vermont microbrewer has put messages under the caps of its beer for years. They are not so much like fortune cookies as they are odd little pearls of wisdom — and just like in a Chinese restaurant, you and your friends read them aloud after cracking one open.
There are lists that chronicle the sayings, a Facebook group for fans, the caps have their own Twitter feed — they are even transformed into art.
I’ve gotten in the habit of putting the caps in my pocket rather them tossing them away; they end up in the night-table drawer with the spare pocket change at the end of the day. Then you know what? They’re read again before being discarded.
Yes, Magic Hat has me walking around with trash in my pocket. That, my friends, is brand loyalty.
In 2010 Magic Hat was sold to independent beer company North American Breweries, which is run by a big private equity firm. Does big ownership mean losing your soul? I don’t know. Ask Ben and Jerry.
[...] Magic Hat: The Way You Wear Your Cap | Rob Madeo [...]
Magic Hat is awesome. I have dozens of different caps nailed on the beam above my basement workbench. Don’t worry, I never mix drinking and power tools!
Love the caps! Instead of reading the horoscope I read the bottle caps. Nice picture…
Yay! Magic Hat!
I totally hear you. It feel wrong to just throw those things away. They remind me of the Burma Shave signs (not that I’m old enough to remember them myself):
http://en.wikipedia.org/wiki/Burma-Shave#Roadside_billboards
[...] The Way You Wear Your Cap [...]