MILTON, DE — Dogfish Head is pushing back on January’s high-pressure self-improvement culture with a one-day pop-up experience designed around an unusual luxury: uninterrupted time.
The craft brewer said it will debut its “30 Minute Time Bank” on Saturday, January 17, 2026, in New York City, offering visitors a chance to step away from productivity-driven New Year’s resolutions and spend a full half hour focused on sensory, creative, and flavor-driven experiences. The activation is inspired by 30 Minute Light IPA, Dogfish Head’s continually hopped light IPA positioned as a lower-calorie option that still emphasizes flavor.
The pop-up is built around the idea that lighter choices do not need to come with sacrifice. Guests, 21 and older, will move through a series of interactive stations intended to encourage presence rather than performance, paired with complimentary samples of 30 Minute Light IPA. The experience includes curated music, brewery-inspired aromas, and custom food offerings from Partybus Bakeshop and Panzón.
“At Dogfish Head, we love a good resolution, but we love flavor and fun even more,” said Sam Calagione, the brewery’s founder and brewer. He said the pop-up is meant to serve as an intentional pause during a month that often demands constant self-optimization.
The beer itself reflects that positioning. Brewed using Dogfish Head’s signature continual hopping process over 30 minutes, 30 Minute Light IPA is designed to be less bitter and more aromatic than traditional IPAs, while remaining easy drinking. The beer contains 95 calories and 3.6 grams of carbohydrates per 12-ounce serving and carries an alcohol content of 4.0 percent by volume.
The event will take place at 213 Bowery in Manhattan beginning at 1 p.m., with entry available on a walk-in basis while supplies last. Advance registration is available through Eventbrite.
Dogfish Head said the activation aligns with broader consumer demand for lighter beer options that do not compromise taste, particularly as drinkers reassess habits early in the year.
Additional information about 30 Minute Light IPA and where it is available can be found at www.dogfish.com.
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