Four Seasons Total Landscaping, Funk Brewing, and Philly Drinkers are releasing a ‘Lawn Jawn’ beer

On his journey to keep the longest troll in Philly history alive, Four Seasons Total Landscaping got thirsty.

Northeast Philly, which hosted one of the most absurd political press conferences in modern history, is now partnering with Funk Brewing and Philly Drinkers to bring out a beer next month in honor of Rudy Giuliani’s hold-my-beer moment.

“They messed with us and now we’re going to have them for the rest of their lives,” said Sean Middleton, Four Seasons sales director. “We hold grudges in Philadelphia.”

“Lawn Jawn” by Funk Brewing in Emmaus is a juicy IPA with a tropical flair that turns every garage door into a day in the Caribbean.

The beer can label, which pays homage to the now infamous press conference last November, is a treasure trove of trivia, stories, and trolling from Philly with gritty, floating cheesesteaks, and a bald man in a blue suit who walks into the adult bookstore next to it Four Seasons.

“Our biggest goal for the can is that people don’t drink it right away,” says Alex Einhorn, owner of Philly Drinkers. “They’ll look at the can like it’s ‘Where’s Waldo’.”

The drunken collaboration was the brainchild of Einhorn, whose clothing company Philly Drinkers has been doing merchandising for Four Seasons since April. A previous relationship Einhorn had with the folks at Funk Brewing helped him bring the beer makers and landscapers together.

While the Philly area is known for creating brews in ode to silly things – including a furry orange chaos mascot, a Super Bowl parade speech, and a grocery store – this is said to be the first to be reminiscent of a press conference at a landscaping company .

“We’ve done a lot of fun collaborations, but this is our first with a landscaping company and possibly the first ever,” said Jon Norman, co-owner of Funk Brewing. “But in essence, gardening and beer belong together like peas and carrots.”

The men argued for a while over the idea of ​​Lawn Jawn, but when it became known this month that a rock concert would be held at the Four Seasons on August 21 (which sold out in 17 minutes) they decided it was the perfect time to release the beer.

“If we put on a troll concert for this, we might as well have a troll beer,” said Middleton.

Given the fast turnaround, Lawn Jawn’s first release will be very small – around 30 cases. The beer will only be sold at the Four Seasons concert and at the nearby Pennypack Beer Distributors in Northeast Philly, which will receive six cases of 16-ounce pound cans on August 17th.

The Lawn Jawn crew are hoping to have a wider release in the future, and Einhorn said retailers interested in distributing the beer could contact him by email at alex@phillydrinkers.com.

“We knew the beer was going to be good, we knew the concert was going to be fun, and we knew the label was going to be interesting,” said Norman. “All of these things worked better than expected. In the beginning it is conservative, but who knows where it will go from there. “

Michael Siravo, director of operations at Four Seasons, said he wanted to see Lawn Jawn in distributors and bars across town one day.

“This is all new territory for us,” he said. “A year ago we mowed lawns and cleared snow. So if you had told us we were going to have a beer this year, I would have told you you were crazy.”

Einhorn said Philly Drinkers will make shirts, pint glasses and other merchandise with the Lawn Jawn label on them, which will be available on the company’s website.

Despite its Philly feel, the unicorn colored label was actually created by an artist in Buenos Aires, Argentina, who asked to be identified as Luz D. from the Bananodromo Studio.

She is a designer specializing in find-and-find illustrations and surreal characters who works for Fiverr, a freelance business services website that Four Seasons featured in their Super Bowl ad this year. As a result of the ad, Four Seasons received services from Fiverr, including the illustration from Luz, which it now owns the copyright.

When asked by email this week what if she learned that her illustration could be seen on a Four Seasons beer, Luz said, “I feel tipsy.”

She said she had never been to Philadelphia and only once to the United States, so when creating the drawing, she did extensive research on the city’s landmarks, statues, and characters.

In addition to Four Seasons, the nearby Gritty Crematorium, the LOVE sculpture, the Phanatic, a soft pretzel cart, cheesesteaks, the Art Museum, Rocky, Independence Hall and the Liberty Bell, Luz’s drawing shows a man who looks like Giuliani who does the Store next to Four Seasons – Fantasy Island Adult Books and Novelties – while Swoop, the Eagles’ mascot, watches in silence.

“Is it really him? Or is it a doppelganger? ”Luz said of the Guiliani-esque figure. “We will never know.”

But why does the drawing also show several aliens, a Cousin It, Cinderella and a man with a pumpkin head?

“As I mentioned, I’ve never been there, but I thought Philly was SO diverse,” said Luz.

Fair enough.

Middleton said he particularly likes the alien climb at One Liberty Place, which he thinks “sums it up”.

“We were in an alternate universe,” he said.

As for his hopes for Lawn Jawn, Middleton wants people to sit down, have a good beer, look at the can and have a good laugh.

“It’ll be a reminder that it’s Philly above all,” he said.

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