The Cherry Hill-based brewery hit the jackpot with the “Exit” series concept. The goal is to make a limited-edition beer for each exit of the Turnpike. The first was Exit 4 because that’s the closest exit to the brewery itself.
Aside from a minor kerfuffle with Mothers Against Drunk Driving and the NJ Turnpike Authority, the series has been a smashing success. Exit 4 won the gold medal at the Great American Beer Festival among American Belgo-style ales, and Men’s Journal named it best Belgian-style brew in America.
The current offering is Exit 1, a very tasty dark oyster stout — the perfect winter beer. Now they want your help crafting the rest.
Want to play? Go to exitseries.com/idealab and tell Flying Fish what your exit’s brew should be like and why. For example, they’ll probably do some sort of red ale for exit 9 in honor of Rutgers. Who knows? This exit challenge could be your entrance into the branding world.