3 Guys and a Beer’d and Electric City Tattoo Gallery will debut new tattoo-inspired beer at tattoo convention
3 Guys and a Beer’d Brewing Company and the Electric City Tattoo Gallery have teamed up to debut a brand new brew at the Electric City Tattoo Convention next weekend, and they’ve given NEPA Scene an exclusive first look at this meaningful combination of artwork and flavors.
While the official name of beer isn’t finalized just yet, it is inspired by the Rose of No Man’s Land, a classic tattoo design popularized by a song called “The Rose of No Man’s Land,” written in 1918 by Jack Caddigan and James Alexander Brennan as a tribute to the nurses of the Red Cross on the front lines during World War I.
“Mid the War’s great curse, Stands the Red Cross Nurse / She’s the rose of “No Man’s Land.” / Out of the heavenly splendour / Down to the trail of woe / God in his mercy has sent her / Cheering the world below; / We call her “Rose of Heaven” / We’ve learned to love her so,” the lyrics read.
“Veterans would get the tattoo to pay homage to nurses that would have helped them during the war, who brought them back to life or kept them alive or amputated a leg – anything, really. It’s a really nice tribute tattoo, and there’s always a beautiful rose that’s incorporated within it, so we use rose hips in the beer to really tie everything together,” Johnny Waering, head of sales and marketing at 3 Guys and a Beer’d, explained.
“It’s a blonde ale. It’s a really nice, citrusy beer. All those flavors just play really well together.”
While the beer, which will have the taste of sweet orange peel mixed in with the rose hips, will only be available on draft at the convention, running from April 17-19 at the Hilton Scranton & Conference Center, future plans to bottle it include a label featuring tattoo artwork from Elijah Birtel of the Electric City Tattoo Gallery, shown above.
This isn’t the first time that the Carbondale-based brewery has partnered with another local business – Loyalty Barber Shop Shaving Cream Ale was inspired by the local shops in Archbald and Scranton and feature their logo on the label. All three businesses are linked by a distinctive look, style, and friendship that extends beyond their creative professions.
“Everything just flows together. We get along with everybody within the industry. The Loyalty Barber Shop guys, we’ve known them for a long time,” Waering – better known as “The Beer’d” – said of these partnerships.
“I have a few tattoos. We love the style, the atmosphere, and the people [of the Electric City Tattoo Convention]. All the guys from Electric City Tattoo are great guys, and they’re all great artists. It was just kind of naturally flowed together.”
Lead artwork by Elijah Birtel/Electric City Tattoo Gallery
by Rich Howells
Rich is an award-winning journalist, longtime blogger, adequate photographer, podcast co-host, and practicing poet. He is the founder and editor of NEPA Scene.