Hail to The Hemperor, Lordly Mascot of New Belgium's 'Dankest Ale in the World'

Erich & Kallman gets trippy to roll out the first HPA


The Hemperor is a totally chill, regal-looking dude with a leafy crown, a statement necklace and a bushy mustache. He’s the very definition of a benevolent ruler, presiding over a magical kingdom filled with fluffy woodland creatures, a talking sun and the dankest beer ever made.

Book the first flight to this trippy place, you say? What better way to use all that banked vacation time?

For now, you’ll have to settle for the self-titled product he’s hawking, a year-round craft beer from New Belgium Brewing that packs such a “powerful olfactory” punch that its aroma can fill a room, says Shaun Belongie, the brand’s vp of marketing.

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