Redhook’s Chive.com Collabo to Hit Major Metro Markets

Dear Client: Someone is stepping up their guerilla marketing. Today, popular "bro site" TheChive.com dropped a mysterious label for KCCO Black Lager on their website, which offered little more information than the beer's ABV (5.1%), IBUs (22), and origin as "a Resignation recipe brewed in collaboration with Redhook." Leadup hype carefully manages the brand's mystique. That seems the site's forte: It capitalizes on exclusivity as a sales driver by hawking limited-release T-shirts. But CBD was privy to internal brewery communication