The idea of putting something out on the web likely started with my first encounter with IPA. I can’t recall the exact year I had my first IPA, but I distinctly remember finding it too bitter to finish. Yet, the IPA quickly became my go-to beer style, and I haven’t looked back since. From the original American IPAs, often now called “West Coast,” to the juicier and hazier modern pales, I’ve tried them all—well, almost all of them.

This project began as a microblog on Instagram and later evolved into a full-fledged blog. However, I often struggled to find the time to maintain the blog consistently, making it an on-and-off endeavor. Initially, my goal was to promote the craft beer movement. At the time, I was living in Spain, where the craft scene had yet to gain significant traction, despite the efforts of some early pioneers.

Today, there is no shortage of microblogs on Instagram and TikTok showcasing craft beer. This trend has grown so much that renowned breweries often don’t need to market their new releases; the fans do it for them. We are all aware of the latest releases from our favourite hype breweries, and we eagerly share them on our Instagram and TikTok profiles. There are so many of us doing this that my project seemed to have lost its original purpose.

It was time to repurpose my project. I realized there is a lot of cool merchandise related to the craft beer world that is either hard to find or not commonly associated with it. I’m talking about elegant and functional glassware, beer fridges, coolers, minibars, stylish bottle openers, and even trendy T-shirts.

What if this could be an outlet for cool stuff?