Farnham set up a punch bag to visually demonstrate the perfect punch of bitterness found in their beverages.
Designed to look like a can of beer, Farnham encouraged fans to take a swing at the bag and prove just how bitter they could be.
The reward? Beer. Not a bad incentive to take part in this experiential stunt.
The harder the participants swing, the more beer they received. The scores were measured by IBUs, otherwise known as, ‘International Bitterness Points’.