O'Doul's isn't usually considered the hippest player in the beer market. As the most prominent purveyor of non-alcoholic beers, the company's reputation is decidedly on the square side. But for one night only, O'Doul's cans were the coolest beers you could order at a few New York City bars.
For a recent promotion, the company upgraded its standard green can to a few downright fashionable designs—"pure Instagram bait," as Fast Company calls them—created by New York City-based graphic designer Mr. Kiji. The result looks more like a high-end pre-mixed cocktail than it does a mass-market brew.
The idea was to give the non-alcoholic beverage a lift in the eyes of Millennials on "Blackout Wednesday," the unofficial holiday when many college students return to their hometowns to go out drinking with their friends the night before Thanksgiving. Not that there would be any blacking out with these cans—O'Doul's has less than a 0.5 percent alcohol content, or about the same as most kombucha, so it's virtually impossible to drink enough of them to get your buzz on. Instead, the elegant cans give the designated drivers and other non-drinkers of the world a chance to stand around sipping at something that looks much cooler than the latest craft IPA.
Mr. Kiji's geometric, pastel-tinged O'Doul's can wouldn't look out of place in a yoga studio or on Goop. Considering recent health research that has shown that there is no safe level of alcohol consumption, O'Doul's certainly wouldn't be out of place vying for a spot within the wellness movement.
The designs had a very short shelf life, sadly. The cans were only available at select New York City bars on November 21, and the company says it currently has no plans to bring them back in the future. But we'll keep our fingers crossed that we can one day order a similarly swank-looking O'Doul's.
[h/t Fast Company]