New Belgium created the first mass-produce hemp based beer. To launch, we needed to generate buzz and differentiate, but without TV due to hemp advertising restrictions. Since New Belgium is headquartered in Colorado, home to both recreational marijuana and our locally-farmed hemp, we named it The Hemperor and created a character to be its spokesman. Our King of Hemp Pale Ales came to life as the chill ruler of a fantastical hemp kingdom with the dankest beer ever. His edgy wit entertained, enticing viewers to learn more.