You may not have heard of Sweden’s Spendrups, but I bet my bottom dollar that you’ve come across the familiar skull and flame emblem of Pistonhead.
Employees of Spendrups came together to form Brutal Brewing back in 2011 and work on a ‘free time’ basis to craft great beer and to have a good time whilst doing it. Whether they’re brewers or clerks, they all have regular day jobs within Spendrups but are committed to brewing their own beer under the Brutal Brewing banner.
“The guys at Brutal Brewing are mad about Kustom Kulture and 50’s pop culture!” said Claire Madams, the global brand manager. “They love the vintage cars, Rock ‘n’ Roll attitudes, pulp heroes, the drive through diners, Americana and the greaser and pin up styles,” she continued.
“There is a HUGE kustom scene in Sweden called ‘Raggar,’” Claire continued to explain, “Raggar is very similar to the Rockabilly scene and the subcultures around Rockabilly that you see in the UK and USA.
“It’s this style and culture that inspired the look and attitude of Pistonhead as a brand,” she said.
“Out art was first created by the brilliant Jesper Bram; an artist, who like us, derives inspiration from the Kustom motor culture,” explained Axel Spendrup of the brewery.
Jesper, a Danish Kustom Kulture artist and illustrator, has penned designs for clothing companies, bands and breweries alike and has even tried his hand at tattooing in Copenhagen’s Belair Tattoo and his compliments Brutal Brewing’s beliefs better than a pair of creepers compliments the feet of a rockabilly.
Their core beliefs are simple; “We are serious about beer, but not serious about much of anything else,” and their branding reflects this attitude. Their logo fits into their kustom lifestyle and it wouldn’t look amiss inked onto the skin of a pompadour sporting, hot rod driving rockabilly, or sprayed onto the side of his wheels.