Level up your beer fridge: Vice Beer hooks up with Atari for a seriously rad collab
For the unfamiliar, allow me to explain. Vancouver, Washington’s Vice Beer Company leans heavily into 80s and 90s nostalgia for its branding and marketing. It’s a sort of playful, retro vibe. And I love it. I am probably dating myself when I say that they speak my language. Oh, and they make really good beer, too. None of it would work if the beer wasn’t good.
So when I heard Vice Beer was teaming up with Atari, my first reaction was basically the same as yours right now: wait, what? Yes, that Atari! The company that gave us so many seminal video games, including classics like Pong, Asteroids, Missile Command, and Centipede — the games that ate our quarters and our afternoons back when arcades still ruled the strip mall.
For the brew crew at Vice, landing this collab was a full-on dream-come-true moment. Michael Perozzo, one of the brewery’s founders and the guy driving that retro vibe bus, could barely contain himself.
“Remember the thrill of being a kid walking into an arcade with a pocket full of quarters? That’s how I feel about today’s thrilling 4-pack!”
The result of this joystick-and-hops mashup is a four-pack of retro-gaming-inspired beers, and according to Michael, there’s a beer here for every kind of gamer in your crew. You’ve got a crushable Westie for the button-mashers, a juicy Hazy for the ones who like it complex, a rich Stout for the strategists, and a luscious, fruity Sour for anyone who just wants to vibe. And the cans? Straight-up eye candy — the kind of retro artwork that’ll teleport you right back to sitting cross-legged on shag carpet, controller in hand, TV glowing.
“Whether you’re plugging in an Atari Flashback console or the 2600+ and inviting your buddies over to your home barcade, or you’re just collecting some seriously killer cans, nab this 4-pack, and you’ll feel like you just set a new high score! Have you drank Atari today?”
You can get the beers on Tavour in a collectible 4-pack. It will also debut at PAX West in Seattle. Beer industry folks interested in attending a private tasting with Vice Beer and Atari on September 4thshould DM @vicebeer on Instagram for details and to get on the guest list. Space is limited, so get on it.
Here are the beer descriptions from Vice Beer Company.
One-Button Joystick – 1x 16oz can – WCIPA – 6.9% ABV
Featuring the absolutely iconic controller of the Atari 2600, Vice and Atari opted for a suitable craft classic for One-Button Joystick — a West Coast IPA. The duo started with a Pilsner malt base for a crisp sip that’ll keep you quenched as you blast asteroid after asteroid. Then they hopped it with Columbus Cryo, Strata, Idaho 7, Citra, Mosaic Cryo, and Quantum Mosaic, culminating in a sip as mind blowing as being able to play Pac-Man… in your house! Which in the 80’s was pretty freaking exciting!
Expect bright mango and grapefruit to lead each dynamic swig with hints of tropical fruit and mixed berry flowing underneath. Nuances of orange peel and piney resin should bring a refreshing balance that’ll have you diving back in for another sip like you’re trying to set a high score!
Original Bug Battle – 1x 16oz can – NEIPA – 6.4% ABV
Look for luscious mandarin and peach to weave like a Centipede through notes of pineapple and strawberry on every pillowy swig. Zesty lime and white grape tones ought to crawl underneath with just enough peppery bitterness on the finish to balance all that nectar.
To craft this IPA, the team brewed a soft base with Pilsner malt, flaked oat, and fortified wheat. Then they blasted it with Nelson, Motueka, Strata, Citra Cryo, Mosaic Cryo, and Quantum Galaxy for surges of straight nectar. It all makes for Haze so satisfying, you’ll be after every last drop like they’re segments of a centipede that need destroying!
Sunken Treasure – 1x 16oz can – Imperial Stout – 8% ABV
For this stunner, Vice teamed up with Nightdive Studios — a game studio and part of the Atari family with an emphasis on retro video game preservation and restoration. Which is fitting, since once you get a taste of this Stout, you’ll probably be looking to preserve every last bit all for yourself!
Especially with all the sumptuous s’mores flavors brimming out of each quaff courtesy of toasted marshmallows, graham crackers, and cacao nibs. Only your average campfire treat doesn’t come with delectable espresso tones and hints of caramel from a bold malty base. Oh, and an 8% ABV!
Gemstone Sour – 1x 16oz can – Fruited Sour – 5% ABV
Like Bentley Bear working his way through colorful fortresses in search of gems in the arcade classic Crystal Castles, you’ll find yourself happily lost in a maze of jammy bramble fruit and succulent citrus with every swig of this Sour. Imagine an extra tangy take on a berry lemonade and you have a decent idea what’s in store!
That’s cuz the duo brewed this, ahem, gem with castle-sized quantities of actual raspberries and lemons. Paired with a tart Sour Ale base, it makes for an invigorating swig that’ll keep you going game after game!
To learn about other recent beer releases, visit our New Beer Releases page. To let us know about your brewery’s new releases, here’s how to reach out to us.
