named after surfers "alchemy hour" in California, apparently that's the perfect time of day when the waves are just right for riding
Yeah, I read that, just seemed like a bit of a stretch to have Great Lakes name a beer after something in California that just happens to have "alchemy" in it.
It's not nearly as much of a stretch as you may think. Few people know that Cleveland has a whole underground surf scene on the shores of Lake Erie, it's a homage to the Surfers Alchemy hour regardless of it takes place in Cali, Cleveland, or in a bottle.
From the flyer we got at work about it...
Name Origin: On the West Coast, surfers have a term for that perfect time of day, when the waves are breaking just right and it feels like you can ride forever. They call it Alchemy Hour. In Cleveland, our surfers have to work a little harder to find a perfect swell. Dressed in wetsuits, up at dawn, they camp out on the shores of Lake Erie in near-freezing temperatures, waiting for the ultimate wave. Crazy? Yes. Extreme? Definitely. Alchemy Hour Double IPA pays tribute to the North Coast’s unlikely surf bums and the ancient quest for liquid gold, wherever it may live: on the ocean, in a lake, in a bottle.