(Courtesy Evil Genius Beer)

The beer biz never sleeps at American Craft Beer. And here’s just some of what’s been happening while you were drinking your way through an extended ‘Almost Christmas” weekend.

Evil Genius Beer Debuts New Pop-Up Beer Stores

Launched in 2011 by best friends Luke Bowen and Trevor Hayward, Evil Genius Beer is Philadelphia’s second largest brewery. Renowned for its very serious beers with the world’s silliest names Evil Genius, like so many American breweries has had to navigate a difficult economic landscape brought on by COVID-19.

To compensate for restrictions limiting indoor dining (and drinking) options, Evil Genius has now opened two pop-up retail operations in Philadelphia’s Northern Liberties and Rittenhouse neighborhoods. The concept was developed to bring Evil Genius into new places. And to ensure that the brewery can continue to keep its employees employed and working through the pandemic – especially with the brewery’s indoor tasting room, The Lab, now closed and cold weather now limiting drinking in the Evil Genius Beer Garden.

“With current restrictions in place, Evil Genius Beer Company needed new ways to pivot and expand our footprint without indoor dining and with cold weather impeding our outdoor activities,” said co-owner Trevor Hayward. “These new pop-up stores concepts give us the opportunity to retain as many jobs as possible for our front of house staff and bring our product to all new places in new ways.”

Evil Genius’ Kwik-E Beer Pop-ups both offer an extensive roster of top selling “hotties” and seasonal selections, as well as tons of Evil Genius swag and gifts for the beer lovers on Santa’s list.

Words To Drink By

“God made idiots. This was for practice. Then He made school boards.”  Mark Twain, American writer and entrepreneur

New Study Finds That Beer Provides Pain Relief

In addition to a growing list of health attributes, UK researchers have recently found another benefit of drinking beer…providing relief from pain.

A new study from researchers from London’s Greenwich University, published in the Journal of Pain, suggests that consuming two pints of beer provides better relief than taking two tablets of Tylenol.

For the study, 400 participants were served either alcoholic or non-alcoholic beer and then administered 13 pain-threshold tests and nine tests that rated pain intensity. And even though researchers weren’t clear exactly how beer was able to reduce the level of pain in the participants, the study did find alcohol to be a more effective painkiller than paracetamol according to the Times of India.

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