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The idea behind Churchkey Can Co. is that you should somehow want to go through the hassle of poking holes in one of these flat-top cans to get to the beer inside. There’s a lot of bullshit sloganeering about beer being “worth the effort” and drinking a beer like your grandfather did to justify gimmick.
In other words, Churchkey is a brewing company that has no interest in beer. It exists because Grenier and ex-Nike designer Justin Hawkins decided they wanted to make some old steel cans. The actual beer is an afterthought.
All of this would easily be dismissed as just another celebrity’s dumb business idea, but it’s actually supported with capital from a host of tech investors. “We’ve heard that executives from Facebook and Zynga, as well as CrunchFund, have put money in to date,” TechCrunch wrote in April. CrunchFund is Michael Arrington’s investment outfit. And according to The Kernel, Arrington had that story placed on TechCrunch.
Michael Arrington gave Adrian Grenier money to produce a beer can that nobody wanted anymore.
