It’s not uncommon for Filipino bands to venture into businesses related to music or food and beverage such as bars and restaurants, creating spaces where their artistic and entrepreneurial spirits intertwine. Filipino pop-rock band The Itchyworms brings their musical prowess and creativity to the brewing scene.

The journey into brewing began serendipitously at a wedding, where The Itchyworms met Tak Reyes of Flatfoot Brewing Co. “He made a special brew for the couple’s reception, and we were intrigued by the idea of creating our very own special brew,” shared the band. This chance encounter sparked the idea of brewing their own beer, leading to the creation of Beer o Pag-ibig? It’s a celebration of their musical legacy and love for beer.

The band’s hit song “Beer” played a pivotal role in shaping the brand and its offerings. Jazz Nicolas, one of the band members, proposed having two variants, “Beer” and “Pag-ibig,” inspired by the song’s lyrics. This clever play on words reflects the dual themes of enjoyment and love, capturing the essence of their music in each bottle.

Developing these two unique beer variants was an exciting journey for The Itchyworms. Collaborating closely with Flatfoot Brewing Co., the band painstakingly refined the flavor profiles they had envisioned after intense discussions. Following numerous rounds of tasting and adjustments, they successfully crafted “Beer,” a blonde ale with a light, clean taste, balanced tropical fruit flavors, and lower alcohol content. They also created “Pag-ibig,” a hazy IPA with a more bitter, sweet, and floral complexity, mirroring the intoxicating and multifaceted nature of love.

What sets these beers apart are their natural ingredients and the absence of preservatives. The OPM icons aimed for authenticity and quality, ensuring that each sip of “Beer” and “Pag-ibig” offers a genuine craft beer experience. The initial feedback has been overwhelmingly positive, with many fans eagerly anticipating the possibility of an extended production run.

For food pairings, the band believes that beer complements any dish. “Beer goes well with any food! What’s important is the company,” says the Itchyworms. The band is set to officially launch their new beer in an event called “The Itchyworms: Beer o Pag-ibig?” The collaboration with GNN Entertainment Productions for the launch event was a natural choice.

Having worked with GNN with ‘Beer goes well with any food! What’s important is the company.’ great success in the past, The Itchyworms knew that the production house understood their vision enough to bring it to life. The event promises not only beer-tasting experiences but also live performances by some of the band’s closest friends in the local music scene.

Attendees can expect an evening filled with engaging activities, interactive booths, and, of course, exceptional music and beer. The launch event, set for this Saturday, July 13, at 123 Block, is poised to be a memorable night that blends the best of The Itchyworms’ music with the refreshing taste of their craft beers. Entrance to the event is ₱999 for two people, and it comes with a free six-pack of beer.

As The Itchyworms continue to push their creative limits, their foray into brewing is a show of force, a toast to their innovative spirit and dedication to bringing joy to their fans.