It’s said that most men won’t receive their first bouquet of flowers until their funeral.
But a New Zealand brewery is out to change that, launching a floral ale—packaged like a bouquet—to promote mental health awareness and hopefully encourage blokes throughout Oceania and beyond to open up about their emotions over a cold one.
Billed as a “drinkable bunch of flowers,” the earl grey blue flower-infused brew, dubbed the Blokequet, is a limited-edition pale gold beverage from beer maker Yeastie Boys developed in conjunction with VML.
“We know we need to open up to our close mates—but showing up with a bunch of flowers isn’t the typical thing to do,” said Joshua Sanford, Yeastie Boys’ general manager. “Showing up with some beers and having a chat is.”
The product’s development was ostensibly spurred by the world’s growing mental health crisis, which, in New Zealand, has been linked to an uptick in self-harm-related hospitalizations in recent years.
The Blokequet will be sold at select bars and liquor stores and, while supplies last, in a bouquet-style arrangement with beer instead of flowers. A portion of the proceeds will be donated to the I Am Hope Foundation, a New Zealand-based youth charity.
“So many wonderful partners have stepped forward to rally behind the Blokequet launch to get men checking in on each other and to raise awareness and support for men’s mental health via the I Am Hope Foundation,” said Kim Pick, executive creative director at VML New Zealand.
“It doesn’t have to be a really serious talk,” added the nonprofit’s founder, Mike King. “It can be as simple as asking your mate if they’re OK.”