# Literary Beer Bottles 'Just Beers' Pale Ale Lets You Read While You Drink By Matt Ho | Published 2010-11-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/just-beer-bottle-drink References: [stumbleupon](http://www.stumbleupon.com/su/2jmAp9/www.lostateminor.com/contribute//r:t) & [beernews.org](http://beernews.org/tag/just-beer-case-of-the-ipa/) Microbrewery's 'Just Beers' in Westport MA has released [beer bottles](https://www.trendhunter.com/trends/core-legends) featuring a 12-part detective story on the back of the label. It started when brewer Harry Smith proposed a [partnership with 'Just Beers'](https://www.trendhunter.com/trends/range-of-beers) to author Paull Goodchild. The collaboration resulted in an [Indian Pale Ale](https://www.trendhunter.com/trends/roulette-ipa-pack) with a 1920's detective noir story called 'The Case of the IPA' on its bottle. Although the first part of the story is online, you must purchase the other 11 bottles to read the story in its entirety. Drink and read responsibly with these 'Just Beers' bottles! ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 58% | Activity: 70% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Interactive Labeling:** Beverage companies can create interactive labels that engage consumers with stories or games while they drink their products. - **Multi-sensory Experience:** Adding an entertaining storyline to a product can enhance the consumer experience and leave a lasting impression. - **Personalization:** Customized labeling can create unique experiences for consumers and increase brand loyalty. ### Who This Affects Most - **Beverage:** Beverage companies can leverage interactive labeling to differentiate themselves and provide unique experiences for consumers. - **Publishing:** Collaborating with beverage companies to create interactive stories on product labels can add an innovative dimension to the publishing industry. - **Marketing and Advertising:** Incorporating interactive labeling into marketing and advertising campaigns can increase consumer engagement and enhance brand awareness. ## Related on Trend Hunter - [Limited-Edition Book-Inspired Beers](https://www.trendhunter.com/trends/book-ipa.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Horrific Beer-Themed Comics](https://www.trendhunter.com/trends/garage-beer.md) - [Board Game Beers](https://www.trendhunter.com/trends/herd-mentality-ipa.md) - [Conversational Beer Bottles](https://www.trendhunter.com/trends/conversational-beer-bottles.md) - [Literature-Inspired Packaging Designs](https://www.trendhunter.com/trends/good-to-read.md) - [Playful Monster-Inspired Beer Labels](https://www.trendhunter.com/trends/wind-and-waves.md) - [Adult Content-Themed Beers](https://www.trendhunter.com/trends/lauren-beers.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md)