Doss Blockos has evolved. It’s still rooted in all that was created over a decade ago, but with sustainability in mind the brand no longer comes in the bottles wrapped in brown-paper bags it once did.
Enter the new Doss Blockos ‘D’ Draft. As the second beer in the ‘Alphabet City’ series, Doss Blockos ‘D’ sits beside the recently released Doss Blockos ‘X’ (XPA), and gives a nod to the past whilst embracing a new fresh look and feel for the brand.
As part of the brand’s reinvention a bar has been created with Doss Blockos ‘D’ in mind. Hotel Animal (designed by Josh Lefers, one of East 9th Brewing’s founders) is located on Melbourne’s King Street and has been crafted to be the perfect complement for a cold Doss Blockos. It’s a gritty rock’n’roll venue that tips its hat to the long list of dead rock stars from the ’27 Club’ (inside there are shrines to the likes of Amy Winehouse, Kurt Cobain and Janice Joplin to name a few).
“Through the doors, your ears will be treated to loud rock’n’roll and your taste-buds with fresh Doss Blockos brews. Doss Blockos has an unapologetic, no-nonsense approach to beer and a raw creative vein that connects the brand to the beating heart of this venue”, says Josh Lefers of East 9th Brewing – who also designed other Melbourne venues such as Pawn & Co, Storyville and the new super-club Ballers Clubhouse.
Over the last decade, the Doss Blockos brand has done some heavy lifting. The iconic Pale Lager, approachable in taste and irreverent in personality, is a brand that has helped introduce non-mainstream beer brands to everyday consumers all over Australia. Doss Blockos is also a trailblazer from a brand perspective – its persona was, and is still is, quite unique. The brand speaks of progressive ideologies and acts as a vehicle for expression in today’s changing world.
Doss Blockos ‘D’ Draft is available via all good liquor wholesalers, retailers and Dan Murphy’s nationally.
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About East 9th Brewing & Doss Blockos
East 9th Brewing is one of Australia’s most innovative beverage companies. The company is known for brands such as Doss Blockos, Lick Pier Ginger Beer and Sample Brew brands and is consistently bringing new and interesting concepts to market. Doss Blockos ‘D’ Draft presents a new direction for the Doss Blockos brand that was launched over a decade ago.
Doss Blockos ‘D’ Draft Brew Specs: ABV: 4.2%, IBU: 12, Malts: Pale & Carapils, Hops: Warrior & Cascade