Saturday, December 03, 2011

MmmHop IPA? Hanson Brothers MmmBop the Beer World

By Mark Johanson | December 2, 2011 10:21 AM EST
Hanson, the band of brothers known for sugary youth-filled pop ballads over a decade ago, is all grown up. To prove it, the three brothers are releasing their own brand of beer, shamelessly called "MmmHop."
  • (Photo: Facebook)<br>The Hanson brothers will sell their own beer in 2012 - and they&#039;re not joking: "MmmHop IPA, anyone?"
(Photo: Facebook)
The Hanson brothers will sell their own beer in 2012 - and they're not joking: "MmmHop IPA, anyone?"
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The boys from Tulsa, Oklahoma became overnight superstars after the release of their first major-label album, "Middle of Nowhere," which sold over 10 million copies. Debuting on May 6, 1997, then- governor of Tulsa, Frank Keating, declared May 6 "Hanson Day," a holiday still celebrated by the trio's most devout fans.
Zac, Isaac and Taylor's popularity soared with their hit single "MMMBop." With its nauseatingly catchy chorus, the song became an anthem of sorts and a gleeful celebration of adolescence.
The group was nominated for three Grammy Awards in 1998, Record of the Year, Best New Artist, and Best Pop Performance by a Duo or Group with Vocal.
Hanson's popularity peaked in the late nineties, but the band continues to release new albums and tour the U.S. and Canada to this day.
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Their trademark blond manes tamed (save diehard Zac), the cute kids of the 90s are now all married with children - and apparently ready to drink some beer!
The squeaky-clean pop stars hope to have their new brew available to fans sometime in early 2012.
"We wanted to create a brand so that our fans have a greater experience," Zac Hanson told reporters at Oxford University Union in Oxford England on Monday. "What is vital is that Hanson merchandise is quality and not made solely with the purpose of profit."
That's why the band is brewing up a hoppy India Pale Ale.
"We have a board game and even a record player to play our last record on," Zac said, "but we will never make dolls, lunch boxes or toothbrushes that play our songs for example."
Read: we are all grown up.
"In fact, we are soon going to be selling our own beer. I'm not even joking. MmmHop IPA, anyone?"
Tweeters had a field day with the announcement:
Joe Gaudet tweeted:
"Hanson's new beer MMMHop IPA. If I drink too much, will it make me think they're 3 hot blonde girls? I think that way when sober."
Others like Kevin Gray admit that they're intrigued:
"Clearly I'm being punk'd here, right? right??? #MMMHop beer... who am I kidding, I'll try it..."
Beer is only the latest in the trio's bizarre marketing scheme. Their online store offers hot pink Hanson onesies, Hansonopoly, 2011 Christmas Cookie Cutters, and the My Favorite Christmas Sweater Bundle, which includes an 11oz mug and card featuring photos of the brothers in oafish Christmas sweaters.
Hanson is not the first band to launch its own beer. British group Elbow developed Build A Rocket Boys Beer just last month in honor of their album of the same name, while Def Leppard's Joe Elliott launched his own lager named Down 'N' Outz.
Others like Dave Matthews, AC/DC and Carlos Santana jumped into the wine business. Members of the band Train even make a signature Drops of Jupiter Petite Sirah.
Rocker Marilyn Manson, meanwhile, has a signature brand of absinthe called Mansinthe.
Celebrity alcohol is all the rage.
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