Have a 'Vice' day: Ex Novo unveils hazy IPA Sunset Syndrome

Ex Novo Brewing Company will celebrate a new era in style on Cinco de Mayo weekend.

On Saturday, May 3, at its Downtown location, the brewery will launch its latest core beer, Sunset Syndrome — a hazy IPA with pineapple and orange flavors and an alcohol by volume content of 6.8%. The beer hit stores on April 8, but this “Miami Vice”-themed event is being held as a fun way to introduce the offering to the drinking masses.

“I just wanted to be out in the market when we have the party,” said James Gregory, Ex Novo sales manager. “I didn’t want to have everyone excited about it, and (be like) ‘Where can we get it?’ We really wanted it to be kind of widespread, so people might have seen it already.

“Then once we have our little launch party, people can come out and taste it, hopefully get excited about it and be like, ‘Oh, yeah. I have seen that.’ So that’s kind of our idea with the timing there.”

Ex Novo already offered a hazy IPA in its core series called Walk the Bine, but Gregory said the brand hasn’t quite resonated with drinkers the way the team had hoped. As a result, it was back to the lab to create the Sunset Syndrome.

“I think our brewers really hit it out of the park and developed a new hazy IPA, used all different hops, and came out with a really nice, kind of tropical fruity profile,” Gregory said. “Whereas, Walking the Bine had what I would consider more classic IPA flavors. Yes, it had citrus, but it lacked that tropical, fruit flavor that a lot of people like in hazy IPAs and instead had a little bit of piney notes to it.”

The icing on the cake is the can design, which wouldn’t look out of place in the hands of an off-duty Crockett or Tubbs. The label is the creation of marketing manager Sarah Turner, who impressed in her debut effort.

“It’s like a cool kind of ’80s throwback neon vibe,” Gregory said.

It’s also the inspiration for the theme of the launch party, which will include a live DJ, tattoo artists, a photobooth and food and drink specials. Admission is free, but there will be a commemorative Sunset Syndrome pint glass and other exclusive merchandise available. Attendees are encouraged to dress in their best “Miami Vice”-themed garb.

“Hopefully, folks come and try the beer, and then if nothing else, just come because it’ll be a fun little get together and a chance to try something new,” Gregory said.

NAMASTE AND HAVE A DRINK: Ex Novo’s Corrales location is partnering with Bliss in the City for a weekly outdoor yoga session at The Corral Beer Garden every Saturday (weather permitting) from 11 a.m. to noon. It’s $10 per class, and those who participate will receive $2 off their first pint. Food trucks will also be open in the area. The class will usually be taught by Bliss in the City owner Erica Gonzales. Tickets can be purchased at blissinthecity.com.

“It’s something that’s super cool just to get people out, moving bodies around,” Gregory said. “It’s fun to get-together around a pint after you’ve done something that’s been hard.”