Feeds

Google hits the boozer with own brand of beer

What ales thee?

Build a business case: developing custom apps

Google's investments over the years have pushed the company's foot through many a door. However, its latest venture still comes as quite a surprise. The Internet tech-firm is now producing beer.

Google has joined forces with brewer Dogfish Head to produce a Belgian Dubbel beer called Urkontinent.

While the brewing company came with the knowledge, Google came with a list of recommend ingredients and chipped in with some honey from its very own Californian beehives.

Urkontinent

Other ingredients, sourced from every curved-corner of the Earth include wattleseed from Australia, amaranth from South America, rooibos from Africa and myrica gale from Europe.

Dogfish describes the beer as "hearty, with notes of coffee and chocolate covered cherries".

It also packs quite a kick, with an alcohol content twice that of normal beer.

Urkontinent landed at Dogfish's brewpub in the US last week and will keep being pulled until the taps run dry. If successful, it could see wider distribution.

With the help of Google, punters could look for pub, find their way there, invite friends along and even get rat-arsed on its booze. What's next, G+ painkillers and other morning-after pills?

For the full story behind Urkontinent beer, check out the clip below.

According to a Google spokesperson, the whole shebang was merely a bit of fun from "a group of craftbrewery aficionados across the company". Don't get your hopes up yet, Google has no plans to branch out into the beer business and isn't receiving any proceeds from the sale of the drink. It's all just a bit of a marketing gimmick.

Shame. If Google truly did do beer, it would probably be… better than Carlsberg. ®

Build a business case: developing custom apps

More from The Register

next story
The agony and ecstasy of SteamOS: WHERE ARE MY GAMES?
And yes it does need a fat HDD (or SSD, it's cool with either)
Apple takes blade to 13-inch MacBook Pro with Retina display
Shaves price, not screen on mid-2014 model
Kate Bush: Don't make me HAVE CONTACT with your iPHONE
Can't face sea of wobbling fondle implements. What happened to lighters, eh?
Apple to build WORLD'S BIGGEST iStore in Dubai
It's not the size of your shiny-shiny...
Steve Jobs had BETTER BALLS than Atari, says Apple mouse designer
Xerox? Pff, not even in the same league as His Jobsiness
Apple analyst: fruity firm set to shift 75 million iPhones
We'll have some of whatever he's having please
TV transport tech, part 1: From server to sofa at the touch of a button
You won't believe how much goes into today's telly tech
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.