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The Dude

  • Neo-American Lager
  • Octane rating: 4.5%vol.
The Dude

"He soars over L.A.
A good-for-nothing loser, but he doesn't care
A lazy bum to the eyes of the others
All he ever wanted was his rug back
White Russian, bowling, ups and downs
Well, you know, the Dude abides!"

The Dude

The Background Story

In the late nineties a counter narrative to the post-Reaganomics entrepreneurial was shaped into an American crime comedy film called "The Big Lebowski" written, produced, and directed by Joel and Ethan Coen. This motion picture has internationally become a cult classic.

The highlight of this film is focused on the protagonist Jeffrey Lebowski known by his friends as "The Dude"; a L.A. citizen with a laid-back philosophy towards life. The Dude is a single, unemployed in his forties, former active participant of the hippie generation and member of Seattle Seven. He does not trust authority and "square community".

We coin the beer style of this homage brew as Neo-American lager as result of an authentic American lager with a very pleasant lime & lemon citrus character conferred exclusively by hops. At the same time, we want to emphasise that "The Dude" is a true Neo-American model individual, who does not judge himself or others. He is unapologetic and comfortable with himself. Good enough is good enough for the Dude.

With this delicious and refreshing beer we want you to bear in mind that like "The Dude" we all are perfectly imperfect individuals. We may not be heroes, but neither losers. We simply are.

The fine prints

This is Jonathan Hultén’s (our artist) personal label. The label of the alchemist in this journey.

It is a homage beer to the American cult film "The Big Lebowski" [1998] by Joel and Ethan Coen.

The name of the label is after Jeffrey "The Dude" Lebowski; main character from the film "The Big Lebowski" played by Jeff Bridges.

The main motif of the label is the collision between “The Dude” and the world. “All the Dude ever wanted was to get his rug back...” (Coen & Coen, 1998).

In this label "The Dude" represents Jonathan holding in his hands the tarot card I. "Le Bateleur” (the Alchemist/the Magician) from the Tarot de Marseille [ca. 15th century] rebuilt by Philippe Camoin and Alejandro Jodorowsky.

The shape of the label is based upon the Philosopher's Stone as pictured in the painting “Atalanta Fugiens - Emblem 21” [1618] by Michael Maier [1568-1622].

The colour scheme is in agreement with the idea of this beer having a sense of lightness and freshness, and also with the Philosopher's Stone golden colour.

The Dude's rug is displayed in the background. Its chaotic pattern and round shape represent the collision between the world and “The Dude/The Alchemist”. In this context, the label becomes an image of creating gold from chaos. As per Walter Sobchak said; "That rug really tied the room together” (Coen & Coen, 1998).

The Dude video

Flavour profile

Thirst-quenching Neo-American lager with a pleasant lemon-citrus character. Delicate and unique among the beer masses takin’ ’er easy for all us sinners. Yeah, well - the Dude abides!


Malts: Pilsner and Melanoidin

Adjunct: Maize corn

Bittering hops: Magnum

Aroma hops: Styrian Goldings Bobek

Dry-hopping: Motueka and Lemondrop

IBU: 22


Available now

This beer is a fundraiser to Föreningen Storasyster.

Föreningen Storasyster

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