Internet Kings The Inspired Unemployed Have Launched Their Own Beer
Better Beer is a zero-carb, zero-sugar lager that Ford jokes is "healthier than broccoli".
Instagram favourites The Inspired Unemployed are pretty used to bringing both Aussies and Kiwis joy via their side-splitting satirical videos. From lockdown habits and fitness instructors to tradies and bouncers — Jack Steele and Matt Ford will take aspects of stereotypical Aussie culture, then flip the script to poke a bit of fun.
Now, the self-dubbed battlers are looking to bring a new kind of happiness ahead of summer, launching a beer in collaboration with Victorian favourite, Torquay Beverage Company. But Kiwi fans of the duo will have to hold out to taste the new offering — it won't be available on our shores until 2022.
Better Beer is a zero-carb, zero-sugar lager that clocks in at 87 calories per can, which Ford quips is "healthier than broccoli".
Explaining the decision to make Better Beer zero-carb, Steele says: "As loose as we can be at times, we're actually pretty healthy people. So we decided, let's make a beer that's healthier and still tastes great, one that doesn't make you feel heavy in the morning and rough around the edges."
"We've had a lot of opportunities to do bigger stuff and beer was on our mind for a while," Steele explains to Concrete Playground. "But the thing is — when we start something, we don't want to start it and go half-hearted. We either make it the best thing ever or don't do it at all."
On social media, the pair of mates are all about hyperboles. But, that's far from the case in this instance — Better Beer is the product of 12 months of work, which included an (unintended) four-month stint here in New Zealand and COVID-friendly collaboration sessions with their business partner in crime, Torquay Beverage Company founder Nick Cogger.
"I couldn't tell you how many hours we've spent on Zoom," Steele says. Cogger is a long-time partner of The Inspired Unemployed, commissioning them back in late 2019 when the pair had just 12,000 followers.
"Nick was actually one of the first people to ever give us a job in this industry," Ford says. "He was one of the first people to reach out, he gave us a job to go to a music festival and..."
"...get drunk!" Steele jokes. The pair initially called Cogger for advice on the beer brand, before deciding to create Better Beer together. "And then next thing you know, here we are talking to you."
As for the taste, the boys have reportedly heard it described as "smooth like Michael Jackson" and "the breakfast of champions".
"All our mates have tasted it and they love it. Obviously, they're our mates, so you'd think they'd have to say that — but it was a genuine reaction!" Ford says.
If you're after a cold one, Better Beer will be available in Aotearoa from early next year.
You can keep up to date with Better Beer, including limited-edition merch drops, via the website. New Better Beer products are also expected to drop in March 2022.
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