Pouring Creativity: A Musical Collaboration with a Craft Brewery

Beer collaboration between Noah Kahan and Two Roads Brewing Company

Noah Kahan and his rise to stardom

Noah Kahan, a folk artist originally from Vermont, has been capturing the hearts of millions with his soulful music. With over 18 million monthly listeners on Spotify and collaborations with renowned artists like Post Malone and Kacey Musgraves, Kahan has become a prominent figure in the music industry. He recently performed at “Austin City Limits,” solidifying his status as a rising star.

A collaboration born out of New England spirit

Kahan’s affiliation with Two Roads Brewing Company, based in Connecticut, led to the creation of a unique collaboration beer. According to Collin Kennedy, the director of marketing at Two Roads, the collaboration was a natural fit due to Kahan’s quintessential New England roots. The connection was established through mutual acquaintances at a concert venue in Bridgeport, Connecticut.

Meeting of minds

Both parties were enthusiastic about the collaboration, and the Two Roads team embarked on a mission to create a beer that would resonate with Kahan’s taste. Boxes of beer were sent to Kahan to sample while he was on the road, and after much consideration, Kahan reached out to the brewery from his kitchen to discuss his favorites. It became evident that Kahan has a preference for moderate beers with lower alcohol content. As a fan of IPAs, Kahan wanted to pay homage to Vermont’s brewing heritage, which is renowned for its IPAs.

Brewing inspiration

During the beer creation process, one image became a focal point: the pine tree. The pine tree, symbolizing Northern New England, is also representative of the hoppiest beers. This inspired the use of traditional American hops like Centennial, Chinook, and Columbus, which bring a bitter, piney flavor reminiscent of the scent one might encounter while transporting a Christmas tree in the car.

The birth of “Northern Attitude”

Given Noah Kahan’s connection to Vermont and his love for IPAs, it was an easy decision for Two Roads to brew an IPA as the collaboration beer. The beer was aptly named “Northern Attitude,” after one of Kahan’s songs featuring the lyrics, “Forgive my Northern attitude, oh I was raised out in the cold.” To further personalize the beer, Kahan’s team designed the label, creating a truly New England aesthetic.

The taste of “Northern Attitude”

According to Phil Markowski, Two Roads’ master brewer, “Northern Attitude” has a distinct, piney character that showcases the assertiveness typical of IPAs. However, it is also highly drinkable, making it stand out in the saturated beer market. The beer reflects Kahan’s preference for more moderate beers, delivering a unique blend of flavors that captures the essence of New England.

Mental health initiative and charitable impact

Upon its release in September, “Northern Attitude” became available at all locations selling Two Roads beers in New England. Not only is the beer a limited edition, but it also serves a greater purpose. Sales of “Northern Attitude” contribute towards “The Busyhead Project,” a mental health initiative founded by Kahan. On World Mental Health Day, Kahan announced that the project had raised $1.9 million to date, emphasizing the importance of addressing mental health issues.

Looking ahead

For fans of both Noah Kahan’s music and craft beer, this collaboration is a celebration of creativity and shared passions. With the announcement of Kahan’s two shows at Fenway Park in July 2024, there is much to anticipate. This collaboration between Kahan and Two Roads Brewing Company not only showcases the beauty of artistic partnerships but also promotes charitable endeavors and the importance of mental health awareness.