Point Brewery’s ’2012 Black Ale’ might be the end of the world

Colin Joliat Alcohol & Food Editor

Beer commercials are usually either party scenes or diatribes touting the quality of the ingredients and process. Point Brewery took a different approach with this high production value end of the world scene for their Black Ale. I live in Chicago, which is being overrun by protesters for the NATO conference, so this hits close to home. If only people were tossing around beers instead of throwing shit balloons at others.

Point teased the epic ad all day yesterday on their Facebook page, so if you’re into that sort of thing, go check them out.

Thousands of years ago the ancient Mayans of Central America developed a “Long-Count” round calendar that ends ominously on December 21, 2012. Some predict this symbolizes the end of time as we know it. Inspired by this mystery, we offer Point 2012 Black Ale to help contemplate this ‘end of time’ or perhaps a ‘new beginning.’ Dark rich roasty and complex, Point 2012 Black Ale is hand-crafted with Pale, Munich, and Roasted Malts with Cluster, Saaz, and Cascade hops for the robust flavor and finish. Enjoy — while there’s still time.

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