A brand can no longer be just one thing. People’s interests are too varied, and the rise of “collab culture” makes it easy for like-minded brands to work together and create products they’d never before had the ability to make. Just like individuals, companies are expressing themselves beyond their primary role as a brewery, or as a magazine, or as a ski-maker.

So, with great pride, we’re announcing that we’ve teamed up with Parlor Skis and Lord Hobo Brewing to create a one-of-a-kind Juicy Brews ski and snowboard set. The set was made exclusively for the Juicy Brews Winter Invitational in NYC, and we’re giving it away! This project was the result of a conversation over shared beers with two New England-based brands: Lord Hobo, a brewery that believes lords and hobos alike deserve to drink like royalty, and Parlor Skis, a custom ski shop that crafts skis that honor New England’s heritage of craftsmanship and hyper-functional design.

And when they wanted to combine beer and skiing, Lord Hobo and Parlor knew it had to be at Hop Culture’s upcoming Juicy Brews Winter Invitational: 1980s Après Ski Party.

To Enter:

Until December 31st, we’re holding a text-to-enter giveaway for the skis (stay tuned for details on the snowboard). To enter, simply text “JUICYBREWS” to 66866. It’s that easy! The winner will receive the custom set of Parlor x Lord Hobo x Hop Culture Juicy Brews skis, plus a swag bag with all sorts of goodies from all three brands.

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