From humble beginnings in Webster Groves to touring with label mates like Incubus, things are coming full circle for legendary St. Louis band The Urge.
The Urge, which formed in the '90s while its members attended Webster Groves High School, celebrated the 20th anniversary of its first album Gift of Flavor last weekend with a live re-recording. Along with the recording, The Urge introduced a Belgian-style wit beer in collaboration with Rolla-based Public House Brewing Co.
The album was re-recorded at the Ozark Theater in Webster Groves. Along with food and drinks, all attendees were given the chance to try "Gift of Flavor," the new beer, before it officially launches in September.
“The recording is a way to give back to the people who supported us from the beginning,” says Urge bass player Karl Grable. Grable says he was excited for the re-cording, but he's looking forward to trying the beer.
“I haven’t actually tried it yet… we’ve tasted recipes but not the final product,” Grable says.
Grable, along with his band mates and Josh Goodridge, co-founder of Public House, carefully chose a style of beer that would appeal to the majority of The Urge’s fans. The band attracts a variety of music goers, as it's known for a fusion of sounds including punk, metal, rap, rock and reggae.
Gift of Flavor will have a hint of Halo orange peel and coriander, which goes along with the label art. In turn, the artwork on the label reflects the band' s style, with a devil-like hand holding an orange in a warm color scheme.
Grable says he gave a variety of inspiration images to Public House Brewery’s artist, including album covers and photos of things that inspire The Urge's music, and the artist created exactly what the band was hoping for.
“I was amazed, surprised and humbled — everything happened so smoothly,” Grable says. “The design really hit home with me.”
Goodridge was particularly excited for the collaboration.
“This beer is really special for me because The Urge was my first concert 20 years ago, when this album originally came out,” Goodridge said in a press release.
Public House Brewery is doing things a little differently for the collaboration beer. Instead of bottling the beer in its standard bottles, it will bottle Gift of Flavor in 750mL bottles, the first time Public House has used this bottle size.
Once the beer officially launches in late September, it will be distributed all over the St. Louis metro area in most places that carry a selection of craft beer.
Public House Brewing Company, 600 N Rolla St, Rolla, Missouri, 573.426.2337, publichousebrewery.com.