Ahead of its fifteenth anniversary, Independence Brewing Co. announced the release of Freak Power, a new blood orange hefeweizen named in honor of Hunter S. Thompson’s groundbreaking campaign for sheriff of Aspen in 1970. The beer debuts just in time to kick off the voter registration period for Texas residents ahead of state elections in 2019 and national elections in 2020. Just as Thompson created the “Freak Power Party” to inspire fellow “freaks” to vote, Independence Brewing aims to inspire the inner freak in everyone to participate in our democracy. (Independence Brewing Co., 2019)
Freak Power is part of Independence Brewing’s upcoming initiative to help spread political awareness and civic engagement among eligible voters in markets where their beer is sold. As part of the Freak Power rollout, team members will be deputized as volunteer voter registrars for Travis County and the South Austin brewery will host voter registration drives ahead of Texas state elections on November 5, 2019. In addition to the brewery’s efforts in Austin, Independence Brewing’s sales representatives throughout the state will organize promotional events at local bars and retailers and assist on-site voter registration.
The recipe for Freak Power is a twist on the classic Bavarian hefeweizen, balancing the sweet clove esters with the citrusy tang of blood orange. The result is a hef that starts like a traditional German wheat beer and ends with a crisp finish that does not linger too long on the palate. It pairs best with light, starchy, and lemony foods, and at 5.4% ABV, Freak Power is an ideal candidate to engage and mobilize voters of all stripes, without clouding their judgment. As far as the taste is concerned, Head Brewer Brannon Radicke states – “The tanginess of the citrus cuts a little bit of that sweetness and dries out the finish. Plus, the fruitiness of the blood oranges pairs nicely with the style’s signature clove and banana esters.”
The seasonal brew is available through September at the taproom and at local retailers throughout Texas. The can will be easy to spot since the bright pink and orange graphics against a matte-black backdrop will make this beer a standout on store shelves.
“The design decisions for Freak Power are inspired by ideas and aesthetics tied to the free thinkers and radical minds of the late 60s,” said designer Lauren Dickens. “The color palette and energetic rays behind the illustration are a nod to the burst of blood orange flavor in the beer.”
“Now, more than ever, we need to encourage each other to speak up and enact change. The 2020 election is a critical moment for our nation and will set the political agenda for the coming years. With Freak Power, we sought to create something that ignites enthusiasm the way Hunter S. Thompson did back in 1970.” – Amy Cartwright, President and Co-Founder of Independence Brewing Co.
SA Examiner 