Tickets for you and your crew? Check.
Favorite bands in festival line-up? Check.
Battle vest ready to represent? Check.
Proper refreshment for the chaos in the pits, heavy music, and a full day? Wait, what?
If veteran producer and songwriter Esjay Jones has anything to say about… you will enjoy something refreshing that is made by fans, for fans. KittiePIG is the first ever non-alcoholic beer brand made for the heavy music connoisseur and won’t weigh you down. Born in the crucible of the loudest music around, covered in the sweat from the wildest pit in the universe, and anointed with the blood of the elder gods of metal. That’s right! Your favorite concert experience can shape up to be a full-on sensory experience that requires you to be at your best and able to endure the onslaught.
Esjay Jones is shot out of a cannon for our conversation. There’s a brilliant fire in her soul and the radiance is infectious. Her reputation and resume are impressive. Her journey began with a journey to the top of the rock and metal scene in South Africa. As she’s gathered momentum to light speed, she’s dazzled the industry with blockbuster collaborations with Brian “Head” Welch (Korn), Dave Navarro, Grey Daze (Chester Bennington), Richard Patrick (Filter), Alien Ant Farm, and many more. She’s not done conquering the music business and more is on the way.
Immediately, we bond over core music influences. She emphatically identifies her trinity of highly influential records, “My Holy Grail of sonic references are Incubus ‘Morning View,’ Deftones ‘White Pony,’ and Alanis Morisette ‘Supposedformerinfatuationjunkie.’ I listen to those on repeat quite often.” The ensuing discussion about the masterpiece by Alanis dives deep into the introspective and vulnerable nature of the record. Perhaps a story for another time.
The brilliant idea for this innovative beverage came out of a collaboration with Morgan Lander (lead singer of the epochal band Kittie) and We are PIGS (a nu-metal band spearheaded by Esjay Jones). Together, they unleashed “MOOT” into the world and it’s tenacious and filled with rage. The creative spark didn’t stop with the music and led to conversations about a beverage collaboration. Esjay recalls, “Going to clubs and festivals I could see a gap in the market for a non-alcoholic beverage that serves the demographic that loves heavy music. Neither Morgan nor I are sober, but we know that it’s just not possible or prudent to overindulge. In our minds, we want people to consider replacing a couple of beers with KittiePIG.”
Flavor is always important and was at the forefront of the conversation to develop this beverage. After a bit of consideration, they decided to work with One For The Road Brewing Co. in Canada. When asked about how they zeroed in on the right flavors, their vision was clear, “We wanted a lighter, refreshing, and crisp beverage.”
After quite a few possibilities, the duo decided on a saskaberry blonde. She adds, “We didn’t want it to be too heavy and that came from our experience at festivals. We thought about what we would want to drink in that situation. It had to be crisp and refreshing, while not making us feel too weighed down. We want people to be able to have a bunch of them and not feel like they are several loaves of bread.” This beverage clearly fills an important gap in the market.
It’s early in the process for KittiePIG, as Esjay is personally handling orders on her own. It’s a labor of love, for sure! For the remainder of 2024, she will be hyper-focused on connecting with audiences at as many festivals as possible. Kittie is set to play many high-profile festivals already, and more dates for forthcoming. Be sure to check online and in-person for special packages and offers. You will want to get in early on this, as it will take off!
Esjay leaves us with this goal, “Do I have the vision of one day watching Chino (Moreno of the Deftones) crush it from front row while I am sipping a KittiePIG? ABSOLUTELY.” There is no doubt that she will make it happen.
Whiskey Network was provided a sample of KittiePIG. What follows is an unbiased analysis of the product.
KittiePIG Saskaberry Blonde
Non-Alcoholic Beer
Enjoyed well-chilled.
Ingredients: Saskatoon berries, hops, and barley.
Visual: Pale yellow, robust carbonation, and forms a notable foam head.
Nose: Like the beginning of every great song, there’s a brilliant opening. The lush scent of berries with a trailing hint of cotton candy entice you to take in more. It settles into a groove and presents a faint backdrop of hops.
Palate: Now we are right in the middle of it all… the pit! It’s swirling and pulsing with the music. Notable hops flavor surges forward, but not at the level of an IPA. Like the flashing lights of the show, there is a halo of sweetness from the berries. Makes a bold statement with an effervescent, but lightly refreshing kick.
Finish: Now comes the crescendo of the encore! Berry and cotton candy are amplified on the finish. While it goes down easy, it isn’t going to let you off the hook so soon. There is a growing complexity with every sip and that sass kicks in. Just like it says on the label.
Rock and metal festival season is the Spring and Summer time. That means long days, sessions in mosh pits, plenty of heat, and eating on the go. KittiePIG is the perfect solution for health-conscious fans of heavy music. It goes down easy and is instantly refreshing, which is exactly what one would need for a long day of music and the usual fare of festival food.
If you want to take this beverage to the next level, this would pair extremely well with your favorite rye. I washed it down with a sip of Three Chord Bourbon Amplify Rye and it was an awesome combination!
The genesis of this idea is well thought out and fills a much-needed gap in the beverage offerings at concerts. This is meant to keep fans of heavy music in the right frame of mind and physically refreshed for the headliner at any show. The packaging fits well with the intended crowd, and you’ll be proud to have this in your hand.
Bottom line, this is a kick-ass entry in the market.
It’s available globally if you go here. Get some!
Be sure to stay tuned for our upcoming recipe for the KittiePIG Pit Burger by Vicki Higginson!
