London, Ontario metal band Kittie has a refreshing surprise in store for their fans- a non-alcoholic beer.
KittiePIG is the product of South-African-born producer, entrepreneur and We Are PIGS frontwoman Esjay Jones, who partnered with Kittie’s vocalist/guitarist Morgan Lander. This new non-alcoholic blonde ale was born out of a passion for heavy music and a desire to provide alternative beverage options at shows and festivals. As NA beer and other sober options grow in popularity, there is a clear opportunity for brands with personal experience in the live music scene.
Morgan shared the following:
I'm so excited for the metal masses to try KittiePIG! Brewing our own NA beverage is new and uncharted territory for us, but I think we've really created something delicious and decadent without the usual regret. With an homage to our Canadian roots thrown in for good measure with the added Saskatoon berry flavor, it's certainly a unique taste experience beer aficionados and casual drinkers alike will love.
Esjay added:
We identified a gap in the market for non-alcoholic beverages that cater to music fans and health-conscious individuals alike. Market research showed that consumers have been leaning towards healthy alternatives, seeking out low-sugar and non-alcoholic options. KittiePIG's aim is to fill this gap by offering a product that is not only desirable and delicious, but that also caters to fans as well as their wants and needs.
According to both, KittiePIG is responsibly sourced and sustainability prioritized, made at breweries that care about the environment.
This isn’t the first collaboration between Kittie and We Are PIGS. In April 2021, Lander joined the latter on the unapologetically angry “MOOT”. Watch the video for this track below:
