When you crack open a frosty can of Elysian Brewing‘s new Dank Dust IPA, its initial, prevailing aroma signals only one thing: a stash of potent, rather loud weed. While there isn’t a hint of THC to be found in the brand’s pine-forward India Pale Ale, the scent is convincing enough to inspire some excitement for 4/20.

Shannon Miller is Adweek's creative and inclusion editor and host of the Adweek podcast "Yeah, That's Probably an Ad."

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