Scottish brewer Innis & Gunn has launched the hitchhike of all hitchhikes, attempting to take cans of its new IPA all the way to India... in just six weeks.
Starting in Edinburgh, the brewer has given the thumbs up (or thumbs) to Emmanuel 'Manny' Marshall, author of The Travel Hackers Handbook, to complete the 5,000 mile journey to Delhi.
Armed with little more than cans of Innis & Gunn IPA, Marshall will travel across mainland Europe and central Asia, relying on strangers for accommodation and transportation.
Paying homage to the journey original IPAs would take in the 18th and 19th centuries, this is the second recent stunt by the Scottish brewer – claiming to have created a beer laced with truth serum earlier this month. Bottles of the beer named Smoke & Mirrors were claimed to have been delivered to Hillary Clinton and Donald Trump.
'The IPA is one of the most distinctive styles of beer and it is loved and practically worshipped in many parts of the world,' said Dougal Gunn Sharp, founder and master brewer. 'The trip to India using this modern route is a perfect metaphor for what we've managed to do with our IPA: we've studied the brewers of old and created something new and contemporary for beer drinkers across the world.'
We know beer can do strange things to some people, but this really sets the bar...