Metallica is doubling down on their attempt to transition their thrash metal dominance into the adult beverages industry. Last year the famous hard rock band unveiled their Blackened American Whiskey, and have now followed that up with an announcement on Tuesday stating they’re ready to charge into the wide world of beer. The band revealed that they’ve partnered with Arrogant Consortia, an imprint of Stone Brewing Co., for the global release of Enter Night Pilsner.
The name of Enter Night Pilsner is of course in relation to “Enter Sandman”, one of the well-known hits off of the band’s 1991 The Black Album. Fans who have attended some of their recent arena performances have had the chance to sample the new flavor. The band and Arrogant Consortia now plan on launching Enter Night Pilsner into the global beer arena, as it will be available for purchase in the U.S., Europe, Australia, and China in the near future.
“Stone Brewing is the perfect partner for us with endless commonalities in our ideals, outlooks, and paths forward,” the band shared in a statement on their website. “Our views of the worlds that we each inhabit, of creativity and process, and of sense of place in relation to our peers and “The Man” are almost identical. This collaboration is beyond effortless and pure, and we can’t wait to share this incredible beverage with everyone out there.”
Stone Brewing also shared a behind-the-scenes video to go with Tuesday’s announcement, explaining how the partnership process came to fruition. According to drummer Lars Ulrich, within the first few seconds of the video, the reaction fans and beer lovers are expected to have when they taste the new pilsner is simply, “God Damn! That is drinkable.” Fans can tune into the video below to learn more.
The Story of Enter Night Pilsner
[Video: Stone Brewing]
The band’s recent announcement of their further venture into the alcohol business should come as no surprise considering its strong relationship with the rock and roll realm. The latest ventures, however, could be thought of as a risky move considering singer James Hetfield‘s history with alcohol abuse. Then again, not every rockstar is cut out for a life of sobriety in an industry fueled by excess and debauchery.
Fans can click here to find locations around the country where they can purchase the new pilsner.