IndHed®'s American Pale Ale made the cut for Beertone, a Pantone-style color reference guide built entirely around the color of beer. The Brazil edition catalogues 202 craft beers as a fan of swatches, from pale straw through deep stout brown, each card carrying its brewery, its style and a QR code linking back to the beer itself.
IndHed's American Pale Ale, catalogued on its own card inside Beertone's Brazil edition
IndHed's bottle sits in the guide's Pale Ale fan, the American Pale Ale's own amber read against the swatches on either side of it, its label and QR code printed directly onto the card. The same beer that was built to stand out on a shelf gets judged here on a single axis: the color in the glass, stripped of everything else a label usually does.
Beertone's Pale Ale fan, IndHed's bottle read against the beers on either side of it
A guide built to catalogue 202 beers by color alone is a different kind of recognition than a design award, closer to being cited as a reference than reviewed as a brand. IndHed's inclusion is proof the beer itself, not just its packaging, holds up under a scrutiny most labels are never put through.
"202 colourful beers, catalogued by the only thing a swatch can't dress up: what's actually in the glass."
Beertone