{"id":101940,"date":"2019-05-01T07:31:42","date_gmt":"2019-05-01T13:31:42","guid":{"rendered":"https:\/\/www.craftbeer.com\/?p=101940"},"modified":"2019-05-30T08:12:13","modified_gmt":"2019-05-30T14:12:13","slug":"craft-beers-get-big-screen-nod-avengers-endgame","status":"publish","type":"post","link":"https:\/\/www.craftbeer.com\/craft-beer-muses\/craft-beers-get-big-screen-nod-avengers-endgame","title":{"rendered":"Thor and an IPA: How Craft Beer Caught Marvel’s Attention"},"content":{"rendered":"

\u201cAvengers: Endgame\u201d raked in an estimated $1.2 billion worldwide<\/a><\/u> over the weekend, but Marvel and its parent company Disney aren\u2019t the only ones winning. Creature Comforts Brewing Co., a small Georgia craft brewery, says they hope people across the craft brewing community feel a win that Marvel chose to feature craft beer in the blockbuster movie.<\/p>\n

\"creature
A screenshot shows Thor drinking Athena from Creature Comforts early in “Avengers: Endgame.” (CraftBeer.com)<\/figcaption><\/figure><\/p>\n

A few weeks ago, we reported how Georgia beer fans spotted Thor drinking Athena<\/a><\/u>, a Berliner-Style Weisse beer from Creature Comforts in Athens, Georgia, during one of the “Avengers: Endgame” trailers. Now that the movie has been released, we can confirm that Athena isn’t the only craft beer in Endgame. As Yoda would say in that other<\/em> Disney-owned franchise, “There is another.”<\/p>\n

In a moment between Rocket Raccoon and Thor during \u201cEndgame\u201d, Rocket tries to motivate Thor by offering him beer. Thor asks: “What kind of beer?” The next time you see the God of Thunder in the movie, the Asgardian is walking around with a beer can that Georgia beer lovers will instantly recognize as Tropicalia, the IPA that first put Creature Comforts on the map.<\/p>\n

The powerhouse Marvel Studios could have staged any beer cans in the movie, but they strategically placed beers from an independently-owned small brewery in the hands of its superheroes \u2013 and that was no mistake.<\/p>\n

Tropicalia Beer Reaches Cult-Like Status on Avengers Set<\/h2>\n

Creature Comforts Tropicalia IPA was a tough beer to find in late 2016. The brewery was hard-pressed to keep up with demand. Georgia beer geeks would chase Tropicalia taps and cans, getting to know which grocery stores carried the IPA, or obsessively monitored social media looking for growler shops and beer stores posting about new shipments.<\/p>\n

Georgia has become a Hollywood of the South in the last decade. Some of those beer fans obsessing over Tropicalia were on the Georgia-based production team for the movies that would later become \u201cInfinity War\u201d and \u201cEndgame.\u201d<\/p>\n

The people at Marvel Films are masters at creating must-see, drop-everything events. Fans are known for overloading online ticket websites, posting homemade movie trailers on YouTube, and flooding Instagram with fan art.<\/p>\n

\"tropicalia
Members of the “Avengers: Endgame” production team were chasing down Tropicalia while filming in Georgia. (Creature Comforts Brewing Co.)<\/figcaption><\/figure><\/p>\n

When the directors of the final two Avengers film, Joe and Anthony Russo, realized a beer had reached cult-like status on their set, they were fascinated.<\/p>\n

\u201cAs we understand it, some of the production assistants were leaving set to meet the truck when it would arrive at a nearby beer store,\u201d Chris Herron, Creature Comforts CEO, tells me. \u201cAn assistant eventually got a Tropicalia into Joe\u2019s hand and he thought it was a great beer and thought it was interesting that it was a thing!\u201d<\/p>\n

Marvel Reps Ask for a Meeting with Creature Comforts<\/h2>\n

The Marvel team knew they\u2019d have some scenes involving beer in their upcoming movies. Fascinated by the production team\u2019s fervent fandom around a beer from an independently-owned brewery \u2013 perhaps the same type of fandom Marvel is used to creating around its films \u2013 a Marvel contact sent an email requesting a meet and greet with Creature Comforts.<\/p>\n

\u201cThey certainly knew the power of what they were going to do, and wanted to vet us,\u201d Herron says. \u201cWe had an awesome chance to share our story with them and tell them what our brewery was about.\u201d<\/p>\n

\u201cWe are extremely grateful they chose a craft beer \u2013 a Georgia beer \u2013 to appear in the movie.\u201d Chris Herron, Creature Comforts<\/p><\/blockquote>\n

The brewery\u2019s head of business development, Seth Herman, met with members of the Avengers production team. He shared the brewery\u2019s story, its mission, and how it aims to create and support community, particularly through its \u201cGet Comfortable<\/a>\u201d campaign, an on-going series of events that raises funds to fight hunger, homelessness and poverty, one of the most pressing issues facing the Athens, Georgia, community.<\/p>\n

A few weeks later, a movie rep sent another email to Creature, requesting a few beer cans as well as one t-shirt they might be able to use in a movie. Marvel didn\u2019t say how the beers or shirt would come into play in the story itself, but they said it wouldn\u2019t put the brand in a negative light, so Creature decided to move ahead.<\/p>\n

\u201cWe sent a bunch of t-shirts anyway,\u201d Chris says. (Now we know how director Joe Russo wound up at the D23 fan fest wearing a Tropicalia t-shirt<\/a> in July 2017 \u2013 that\u2019s when CraftBeer.com first started fangirling over<\/span> following the story.)<\/p>\n

(RECIPE: Make a Grilled Cheese Sandwich with Beer<\/a><\/strong>)<\/p>\n

A Win for Craft Beer<\/h2>\n

\"Creature
Creature Comforts CEO Chris Herron says he can’t wait to show his grandkids how the beers wound up in the movie. (Creature Comforts)<\/figcaption><\/figure><\/p>\n

\u201cAvengers: Endgame\u201d was released during the brewery\u2019s fifth anniversary weekend. Herron says he never would have imagined, 5 years ago, that beers from the small Athens brewery would be featured in one of the biggest movies of a generation.<\/p>\n

\u201cI\u2019ll be able to sit down with my grandkids someday and say, \u2018Hey, let me show you this movie,\u2019\u201d he says, laughing.<\/p>\n

When Athens\u2019 independent movie theater, Cin\u00e9, which features indie art flicks, documentaries, and current films that are cultural phenomena, heard beer from their neighbors at Creature Comforts was going to be in Endgame, they decided to book the film. Herron and the co-founders bought a few screenings for their employees, where he says everyone cheered when Athena and Tropicalia beer cans were on screen \u2013 as well as the \u201cblink-and-you-miss-it\u201d moment where Thor is sporting a Trop t-shirt under a white sweater.<\/p>\n

\u201cWe are extremely grateful they chose a craft beer \u2013 a Georgia beer \u2013 to appear in the movie,\u201d Herron says. \u201cThe reason this happened is there are a lot of awesome beer fans in Georgia.\u201d He credits fans enthusiasm for capturing the moviemaker\u2019s attention.<\/p>\n

If you\u2019re wondering if Thor actor Chris Hemsworth grabbed a few of those Athena or Tropicalia beers from the set to enjoy later, we\u2019ll never know. But Herron tells us Joe Russo did stop by the brewery to say hello to the staff when he was in town for a college football game \u2013 a classy move in Herron\u2019s book.<\/p>\n

[newsletter_signup_box]<\/p>\n

Herron says that the beers ending up in a blockbuster movie is part luck, but that it\u2019s truly thanks to decades of hard work by thousands of people in the craft beer community.<\/p>\n

\u201cThere\u2019s a lot of people who built craft beer before us,\u201d Herron says. \u201cWe hope everyone in craft beer feels a little bit of a win.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

How did two craft beers wind up in “Avengers: Endgame”? The Georgia brewery tells us how their beers got the attention of the Marvel team.<\/p>\n","protected":false},"author":5265,"featured_media":101996,"sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"sticky_collection":"","_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[4295],"class_list":["post-101940","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-craft-beer-muses","tag-beer"],"acf":[],"yoast_head":"\nThor and an IPA: How Craft Beer Caught Marvel's Attention<\/title>\n<meta name=\"description\" content=\"How did two craft beers wind up in "Avengers: Endgame"? 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