Shower Beer, created by Swedish brewery PangPang and creative firm Snask, was formulated to double as a shower beverage and a hair conditioner. Photo courtesy PangPang/Snask
Jan. 17 (UPI) -- A Swedish brewery released a new beverage designed to "optimize" the experience of drinking in the shower -- a "Shower Beer" that doubles as conditioner.
The PangPang brewery in Sweden teamed with creative agency Snask to create Shower Beer, "a sweet but strong pale ale in a [6 ounce] small bottle meant to gulp in three sips while standing in the shower getting ready for the night."
Fredrik Tunedal said the ale aims to be the perfect beverage for the time-honored tradition of bath brews.
"As a brewer I work long and hard days, and when I come home I'm often covered in malt dust -- my girlfriend actually calls me Mr. Malty Pants -- and the shower is a gateway back to normal society," Tunedal told Mashable. "I made to Shower Beer small enough to keep its temperature during the shower, and strong enough to mentally wash your workday off and get ready for a fresh night out."
He said online searches revealed he wasn't alone in his affection for drinking beer in the shower.
"Looking through the hashtag #showerbeer it's easy to see that people all over the world love that feeling of a hot shower and an ice cold beer. I just wanted to try to optimize the experience by trying to customize a brew for this glorious occasion," he told Munchies.
He said the flavor profile was designed to be perfect for showing.
"The beer is heavily hopped with citrus, and has a citrusy, soapy, and somewhat herbal profile," Tunedal said.
He said the beer can also be put to practical use -- as a hair conditioner.
"I designed the recipe so that it can also be us as a conditioner, so if you are into looking good rather than feeling good, I've thought of you too!" Tunedal said.
The first batch of Shower Beer, available only in Sweden, sold out within minutes. A second batch is on the way, though, which Tunedal said will be available in the United States and Britain.