SweetWater brewer Nick Nock’s preformance is priceless in this Goin’ Coastal video

The gorgeous-haired head brewer of SweetWater Brewing Co. is a master of much. James “Nick” Nock is a self-taught homebrewer who joined the SweetWater operation when it opened in 1996, and he’s as much at home inside its brewhouse as he is in front of the camera. Just watch his brolicious commercial for SweetWater’s new summer seasonal — Goin’ Coastal — an IPA laced with pineapple. Nock is a natural ham, and his deadpan delivery is both hilarious and stage-worthy. Plus it’s Nock’s 50-gallon “dank tank” (decorated with various psychedelic, bra-wearing characters and artwork) that’s SweetWater’s mini-laboratory for its most creative and crazy brews.

This video is a great piece of viral marketing, and we applaud Nock and the Atlanta-based brewery for its high-quality content. And if you’re wondering, SweetWater’s Catch & Release summer seasonal Goin’ Coastal IPA with Pineapple will release May 2 in 16-ounce cans, 12-ounce bottles, cans and on draft.