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Collective Arts Brewing opens in Toronto

A new beer company called Collective Arts Brewing will officially launch in Toronto on Sept. 12. The company plans to use its packaging to promote emerging artists, musicians, photographers and filmmakers. Its first product, Rhyme & Reason Extra Pale Ale, will depict the work of 90 artists on its labels. In addition, each label can be scanned with a mobile application to direct consumers to online music videos, short films and artist interviews. The company will also engage in various sponsorship activities and use its social media channels to promote participating artists on a bi-weekly basis. "Collective Arts beers will be developed and continually re-imagined in collaboration with emerging brewmasters, artists, filmmakers and musicians as we strive to raise the creative consciousness through the sociability of craft beer," said Matt Johnston, founder of Collective Arts Brewing. The company will issue a call for submissions for its second run of labels at <http://www.collectiveartsbrewing.com> on Sept. 1.

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