Are you over 21 years or older?
Skip to main content
Follow us on Instagram. Click here! 📸

Brewing Personalities into Every Beer

IMG_0642 Large

Howdy, beer lovers! As each frothy, delicious beer is created by our talented AF brewmasters, they start to take on personalities- some easy going, some hard to manage. Each beer is unique, behaving differently during fermentation and appealing to a different kind of drinker. We assign each beer its own special character archetype based on Carl Jung’s (you know, the guy with the funny last name) 12 archetypes, which helps us bring our brews to life and give them a personality all their own. Our naming conventions and Jung’s 12 character archetypes, are outlined in his Red Book (Libre Novus). Jung believed that these archetypes were universal, representing fundamental human characteristics that are present in all of us. By using these archetypes as a basis for our beer names, we hope to not only honor Jung’s legacy but also tap into a deeper understanding of what makes us human.

Take our American Lager, for example. We call it Cowboy Poet, and it’s as balanced and crisp as a tightrope walker, with floral notes that will make your taste buds dance a jig. You’ll get a subtle, light citrus note of lemon that won’t make you pucker up like a big ol’ kiss from your Aunt Edna. And it’s so clean and refreshing, you’ll want to drink it all day long. We’ve given this brew the archetype of the everyman, because let’s face it, who doesn’t love a good ol’ American Lager?

But if you’re feeling a bit more mystical, give our Coffee Porter a try. We call it Unruly Mystic, because it’s smooth, refreshing, and very drinkable in a way that only a beer brewed with a little magic could be. It’s a porter blended with Last Dance cold brew coffee, and it’s got notes of freshly baked bread, semisweet chocolate, and light roasted malt that will have you seeing stars. And if you’re lucky, you might even catch some subtle flavors of caramel, plum, raisin, and pumpernickel bread. This one’s got the archetype of the magician, because it’s like a magic trick in a glass – it’ll leave you wondering how we managed to make something so damn good.

If you’re looking for a beer that won’t tie you down, try our Session IPA, Commitment Phobia. It’s a bright, crisp session beer that brings plenty of flavor without the heaviness or booze. You’ll get a wide range of flavor from fruity grapefruit and papaya to black pepper and dried chilli spice. This beer will entertain your pallet all day long, and won’t require a relationship talk the next morning. We’ve given this brew the archetype of the shadow of the lover, because it’s the perfect fling – you’ll fall in love with it for a night, but it won’t be the one you take home to mom.

And last but not least, we have The Sage, a Belgian Strong Ale that’s near and dear to our hearts. It’s got a big berry bouquet of cranberry, tart cherry, and blueberry that’ll have you feeling like you just walked into a fruit stand. But don’t be fooled – there are also notes of figs, raisins, caramelized sugars, and Belgian candied syrup hiding in there, waiting to surprise you. It’s got a classic Belgian flavor, with a medium body and dry finish that makes it deceptively drinkable. We’ve given this brew the archetype of the sage, because it’s wise, complex, and full of surprises – just like that teacher you had in high school who made you question everything you thought you knew.

So there you have it, folks – four beers with four unique personalities and many, many more beyond those. Come on down to Archetype Brewing and let us help you find the brew that’s right for you or, if you’re looking for a personalized match right now, take our Archetype quiz and get paired with a beer you can taste this afternoon!