Beverages

Boy Band Hanson Is Back—Now With Beer


Isaac, Taylor, and Zac Hanson of Hanson (left to right) arriving at the Los Angeles premiere of "The Hangover III"

Photograph by Gregg DeGuire/WireImage

Isaac, Taylor, and Zac Hanson of Hanson (left to right) arriving at the Los Angeles premiere of "The Hangover III"

Hanson has a beer. Yes, Hanson—as in the late ’90s trio of slightly effeminate teenage brothers with that one “Mmmbop” song that 14-year-old girls liked. Well, Hanson is all grown up and those 14-year-olds can now legally drink. So to promote its upcoming album (Hanson still has albums?), the band is releasing a pale ale made in partnership with craft beer company Mustang Brewing.

The beer is called “Mmmhops.”

It debuted at the Hangover III premiere’s after-party—because “Mmmbop” is featured in the movie and also because, why not?—but it won’t be publicly available until this fall, when the band tours to promote its new album. (Hanson still tours?) Until then, you’ll have to remain content with Mmmhops t-shirts and pint glasses sold through mmmhops.com, with proceeds going to the Red Cross’s relief efforts in the band’s home state of Oklahoma, which is recovering from last week’s devastating tornado.

Mmmhops is just the latest in a long line of music-themed beers. The Hold Steady produced their own beer last year, an Iron Maiden-themed beer exists, but is available only in the EU. And there’s Jimmy Buffett’s Land Shark Lager, which, strangely, is currently promoting the Zac Brown Band. It’s worth mentioning that in 2011 hip-hop singer and producer Pharrell launched Qream, a weird. light-pink-colored liquor. Now all we need is a line of Everclear-themed Everclear and the music-into-alcohol trend will be complete.

Suddath is a staff writer for Bloomberg Businessweek.

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