LAUNCHING MOO BREW BELGIAN PALE ALE WITH A PALE BELGIAN MALE

Moo Brew (owned by MONA’s founder David Walsh) wanted to re-launch their Belgian Pale Ale. Last time, it had tanked. So, I thought of the dumbest idea of all time. Miraculously it worked, and they sold out of stock online two days. And our Pale Belgian Male went on loan as a very impermanent part of the MONA gallery. Stupid sells!