A beer is born. The ABV is quantified. A catchy description is penned. Out-of-this-world graphics are drawn. Labels are laid out, complete with space for a barcode. The finished label is submitted to the proper authorities.
As described above, submitting labels for beers to the Alcohol and Tobacco Tax and Trade Bureau (TTB) for approval is hardly rocket science. On the other hand, Clown Shoes Beer of Ipswich, Mass. was reminded that getting approval can be complicated.
The name for a new Clown Shoes beverage turned out to be objectionable. Turns out “the TTB rejected one of their recent submissions for a label because ‘Space Cookie’ is a reference to pot” according to a Clown Shoes Facebook post from Dec. 2016.
Undaunted, the folks at Clown Shoes brewed up some new names for the beer, and Space Cookie has become Baked Goods. Baked Goods is a 5.5 percent ABV pale ale brewed with Azacca, Centennial, Columbus, El Dorado, Idaho 7 and Mosaic hops.
“While we are known for our high ABV beers, stouts and IPAs, we have been talking about lower ABV hoppy beers for years and are following up last year’s release of Whammy Bar and Whammy Bar #2 with Baked Goods,” said Bryan Doran, director of sales and development at Clown Shoes, in an email to Tenemu. “Consumers have been gravitating towards lower ABV beers and we are certainly listening.”
According to Doran, Baked Goods is scheduled to be distributed nationally packaged in 12-ounce cans starting in late March or early April.
Update (Jan. 11, 2016) — This post was updated to include details on the release date and brewing information. It was originally published on Jan. 7, 2016.