Phillips spring beer boosts levidrome brand

Phillips’ Levidrome, Imperial Regal Lager inspired by Victoria boy’s word

Victoria’s latest levidrome is full-bodied but crisp.

But before you start turning letters around in the sentence above, this levidrome isn’t a word, it’s a spring beer by local makers Phillips Brewery.

Phillips lanches its Levidrome, Imperial Regal Lager on May 7, inspired by Victoria boy Levi Budd’s bid to get a new word in the dictionary.

“This is one of those ones where the name drove the direction of the beer,” said Matt Phillips. “We’ve got really creative brewers and it’s important for them to have an opportunity to showcase their talents.”

Levidrome (the word) was created by SMUS second-grader Levi. It is defined as a word that contains the same lettering but spells a different word when written backwards. A simple example would be pots and stop. The now seven-year-old first made a pitch to get it in the dictionary with a video late last year.

European beer makers leaped on board but missed an opportunity that Phillips remedies with its Imperial Regal Lager. Regal and lager are levidromes.

RELATED: Victoria boy looks to add levidrome to the dictionary

RELATED: William Shatner tweet boosts BC boy’s bid to get levidrome in the dictionary

RELATED: Oxford Dictionary responds by video to Victoria boy’s bid for levidrome

Levi’s dad Lucky Budd suggested the possibilty and Phillips went to work.

“It’s such a wonderful fathering moment for him to be making this happen. So we love it,” Phillips said. “It’s such a fun concept … we kind of fell in love with it.”

The regal and imperial play together nicely both in reference to the city of Victoria and in lager terms.

“In the beer world when you throw the word imperial down it’s a higher alcohol, richer, fuller beer,” Phillips says. “We thought it was a perfect seasonal release for us this time of the year. We felt it was a slam dunk.”

Phillips’ Levidrome Imperial Regal Lager is available in private cold beer and wine as well as the Phillips brewery, 2010 Government St.

“It’s incredible once again to see how this word is resonating out there. It’s incredibly exciting that it’s been embraced by businesses,” said Lucky Budd. “It’s been incredible to watch how many people have gotten behind this idea. It’s just fun, it’s fun for everybody and exciting for everybody.”

He still has schools across the nation emailing levidrome boards on a regular basis. Locally, Strawberry Vale recently sent in 104 from a Grade 4 class.

“We’re just seeing it rippling out,” Lucky said. “It’s just incredible to see how much fun everyone’s having with it and we’re having fun too.”


 

cvanreeuwyk@oakbaynews.com

Like us on Facebook and follow us on Twitter.

Just Posted

Victoria police search for missing senior last seen in James Bay at noon today

Elsie Habbick, 75, is quite mobile, despite suffering from dementia

Petition puts Haro Woods cyclists on notice

Locals say Saanich sends the wrong message by allowing cyclists in Haro Woods

City of Victoria looking for mural artists to work in Rock Bay

Concrete Canvas project aims to help beautify industrial neighbourhood later this summer

PHOTOS: 120th Annual Victoria Day Parade

Check out the photo gallery, watch our live feed of the festivities

Reporter gets serious with Tour de Victoria’s 140km ride

Travis Paterson’s training blog for Ryder Hesjedal’s Tour de Victoria on Aug. 18, Volume 1

Oak Bay optometrist challenges community to target 100 for Ride Don’t Hide

Annual event to raise funds, awareness for Canadian Mental Health Association June 24 in Windsor Park

Saanich and Victoria councils to meet next month to discuss steps to amalgamation

Issues likely to loom large in the June 26 meeting include the perceived clarity of the question

SAR scaling back in Kilmer search, but friends will keep looking

Search for 41-year-old Cobble Hill dad hits six-day mark

Rachel Notley to skip premiers conference to focus on pipeline deal

Kinder Morgan has ceased all non-essential spending on the Trans Mountain pipeline project until it receives assurances

B.C. tech company will power Uber Elevate

Moli and Uber announce research and development partnership.

Olympian sues USA Swimming, saying it failed to protect her

Ariana Kukors Smith alleges her former coach Sean Hutchison began grooming her for sexual abuse at the age of 13

Still no sign of missing father in Cowichan Valley

Search group for Ben Kilmer now stands 40 SAR volunteers and another 100 friends and concerned community members

Couple survives being buried in mudslide on B.C. highway

The couple, from Saskatchewan, were en route to Nelson when a tree fell in their path

‘So grateful:’ Injured Bronco hockey player glad he’s alive, works on recovery

Ryan Straschnitzki was badly hurt in the accident: a spinal injury, broken ribs, a broken collar bone, and punctured lung

Most Read