T-shirts, caps, bags, tumblers, keychains—these are standard merchandise you can get from most artists. But have you seen craft beers brewed by your favorite musicians?
Filipino pop-rock icons The Itchyworms, alongside longtime friend Mikey Amistoso of Ciudad, met the press to share stories about their upcoming craft beers. These unique brews will be officially launched at the music event ‘The Itchyworms: Beer o Pag-ibig? Official Launch’ on July 13.
The band explained that they ventured into crafting beers as a distinctive form of merchandise, aiming to offer something beyond the usual artist fare. They envisioned a consumable product, leading them to create craft beers.
Named after their iconic line in the hit song ‘Beer,’ the craft beers—’Beer’ and ‘Pag-ibig’—will initially be available in limited quantities. ‘Beer’ is described as an easy-to-drink, light blonde ale with a clean taste and 5% alcohol content. Meanwhile, ‘Pag-ibig’ is a floral beer with a sweet and bitter profile, boasting 6.5% alcohol. The band emphasized that the bitterness of ‘Pag-ibig’ reflects the complexity of love.
Inspired by classic beer designs, the artwork on the beer cans was crafted by a graphic artist friend of the Ateneo alumni band. They showcased samples and discussed the creative process behind the designs, including their sources of inspiration.
Reflecting on the idea of brewing their own craft beers, The Itchyworms initially identified only a few local bands who could embark on such a venture, including themselves, Teeth, and 6cyclemind. Later, they also considered Parokya ni Edgar, who also has a hit song about beer, titled “Inuman na,” for their innovative approach.
But they took the lead and are set to release their beers first. The Itchyworms—Jazz Nicolas, Jugs Jugueta, Kelvin Yu, and Mikey Amistoso of Ciudad (sans Chino Singson)—highlighted the similarities between music and beer production. Mikey likened the process, noting that like brewing beer, crafting songs undergoes meticulous stages. Jazz playfully referenced their song lyrics, comparing the careful ingredient selection in brewing to the creative process in songwriting, iterating until perfection.
Each member humorously chose a beer flavor that reflects their personality:
Jugs favored the boldness of “IPA (India Pale Ale),” Kelvin jestingly picked “Pale Ale,” aligning with his complexion, Jazz opted for “Butterbeer” for its sweetness, and Mikey chose “Strawberry” to symbolize brightness.
Insights into their song “Beer” inspired this venture
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Jazz recounted the origins of their beloved track “Beer,” a karaoke favorite among drinkers. Initially, they focused on English songs, but his father suggested creating songs that would be easily noticed and remembered by the common masses, which led to the shift towards a drinking-themed song. Despite not being a beer drinker himself, Jazz infused themes of love into the lyrics, blending Filipino Kundiman elements with rock genre influences, as Mikey pointed out.
Reflecting on its unexpected popularity, the band admitted they hadn’t anticipated its success but were optimistic. The song garnered positive reception during live performances prior to its official release.
Regarding plans for a musical adaptation, they revealed ongoing interest from playwrights to translate their music into a theatrical production, although concrete plans are yet to materialize.
The birth of the iconic line “Ang beer na ‘to o ang pag-ibig mo?”
Jazz recalled the genesis of the now-iconic line in “Beer.” After months of songwriting, the track lacked a definitive ending until Jazz had a eureka moment—realizing that this line would serve as the memorable closing hook, resonating with audiences.
Tokens of advice from The Itchyworms
The 28-year-old band also offered valuable advice for aspiring artists looking to enter the local music industry:
Jazz emphasized the importance of standing out and advised against following current trends blindly, cautioning that conformity could lead to blending in rather than making a mark.
Jugs suggested a marathon approach over a sprint, noting the pitfalls of chasing quick fame and monetary success without considering long-term career sustainability. He emphasized the rewards of building a lasting career over time.
Kelvin humorously likened success to having volume, alluding to the persistence and endurance needed in the music industry. On a serious note, he reflected on their band’s journey, acknowledging they weren’t the most popular but remained memorable to their audience.
Reflecting on career longevity, Jugs shared wisdom from OPM icon Ogie Alcasid, who emphasized the importance of kindness and character in sustaining a music career. Despite not always being the best or the most glamorous, Alcasid’s enduring presence in the industry highlighted the significance of being genuine and respectful towards others.
As for upcoming work, The Itchyworms have contributed to Jungee Marcelo’s upcoming album anthology, where favorite artists reinterpret his songs. Their rendition of ‘Bakit Hindi Ka Crush Ng Crush Mo,’ originally sung by Zia Quizon, will be featured on the album, set for release soon.
Filipino rock band The Itchyworms will officially launch their craft beers at ‘The Itchyworms: Beer o Pag-ibig? Official Launch’ on July 13 at 123 Block, Mandaluyong City. The event will feature special guest performers, including friends, favorites, and family of the band.
Beer packs, priced at 999 pesos for 6 cans, also grant entry for two to the concert.
The event is presented by GNN Entertainment Productions in collaboration with The Itchyworms.