Several years back, when some of the biggest bands in the world were shilling for multi-national corporations, D.O.A. founder Joey Keithley said he contemplated what sort of product he'd be willing to shill for.
For a left-wing non-conformist such as Keithley, car companies were out, obviously. But he did come up with two possibilities.
"The only natural thing for D.O.A. to be sponsored by would be a craft beer or a company that made [duct] tape," he remembers. Many years later, that vision has kind of come true, thanks to Chilliwack's Old Yale Brewery.
Keithley and his bandmates were in town Saturday to celebrate the launch of Old Yale's D.O.Ale by playing the District Public House.
But before the band pounded out some tunes, they headed to the brewery's Venture Place location to sample some suds and see first hand how their beer is made.
D.O.Ale was a collaboration between the band and the brewery that sprang out of CBC radio personality Grant Lawrence's twitter punning on names for Canadian band beers. Old Yale quickly took up the cause, volunteering to make D.O.Ale in tribute to the legendary Vancouver punk band.
As he sipped the beer Saturday, Keithley told the Times the ale had an appropriate strength.
"The beer is great, very strong," he said. "It will kick your ass."
Keithley said the band had few qualms about having their name on a good, strong craft beer.
"It's a great opportunity," he said. "When they came along, we said yes right away."
Over the years, Keithley and company have drunk their share of suds while playing venues large and small.
"We used to speculate how much beer," he said. Perhaps, he said, "it would fill the floor of BC Place." Or, failing that, at least Rogers Arena.
In the beginning, the beer was your runof-the mill swill. But as the band got bigger, drew larger crowds and played venues with better selection, Keithley and company have been able to expand their taste.
"Now we can afford to be a bit more discerning," he said.
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