Not too Shabb-ey

Leffe — an abbey beer in the Anheuser-Busch InBev portfolio, which can trace its history back to 1240 when the Premonstratensian canons at Notre-Dame de Leffe, an abbey in Dinant, Belgium, began brewing ale — has introduced a new sonic identity created in collaboration by Jones Knowles Ritchie and Massive Music. Nicknamed “The Sound of Monastic Divinity”, it was created by “recording the acoustics of a bursting balloon within the original Leffe Abbey […] and converting this into a digital reverb to create a unique and recognizable dimension to the sonic branding”. Amazing how unique and distinct the effect sounds across instruments and vocals.