TO HELP TIBBER EXPLAIN HOURLY ELECTRICITY PRICING, WE BREWED AN ACTUAL BEER WITH A REAL-TIME DYNAMIC PRICE, BASED ON SPOT MARKET DATA.

THE TWIST? THE BEER ALSO TASTED ELECTRIC. SICHUAN PEPPER, CAYENNE AND GINGER GAVE IT A BUZZ THAT MADE YOUR TONGUE TINGLE (IN A GOOD WAY). SUDDENLY, PEOPLE WERE DISCUSSING KILOWATT-HOURS BETWEEN SIPS.

SALES WENT THROUGH THE ROOF. 5000 BOTTLES SOLD OUT IN 3 WEEKS. MOST OF THEM WHEN ELECTRICITY WAS CHEAPEST. PROOF THAT PEOPLE GOT IT — AND SHARED IT.