The Purge

 

I was shopping at my local grocery recently and ran across this little IPA.

Based on the tag line there, I assume the mascot's supposed to be emitting space dust, or sparkling flavor molecules or some such.

I couldn't help but think though that it looks for all the world like he's vomiting after a particularly long bender. Probably not the image you want to conjure up when you're trying to sell beer...

And even though the mascot looks like an artichoke, I think he's supposed to be an inverted hop plant.

Once again I'm amazed that something like this got past an entire marketing team, and not one person raised the notion that it looks like the mascot's hurling.