Gothamist
A non-profit newsroom, powered by WNYC.
Gothamist
Listen Live
Arts & Entertainment
This SoHo brewpub is offering a year of free beer if you get a tattoo of its logo
By
Hannah Frishberg
Published Mar 27, 2025
Share
FacebookTwitterRedditEmail
Never miss a story
Email address
By submitting your information, you're agreeing to receive communications from New York Public Radio in accordance with our Terms .
Courtesy Torch & Crown
By
Hannah Frishberg
Published Mar 27, 2025
Share
FacebookTwitterRedditEmail
We rely on your support to make local news available to all
Make your contribution now and help Gothamist thrive in 2026. Donate today
Gothamist is funded by sponsors and member donations
A brewpub in SoHo is offering a finite amount of free beer for a year, in exchange for a lifetime of commitment.
On Friday, Manhattan’s Torch & Crown Brewing Company is launching a diehard members' program: Get the company’s logo permanently tattooed on your body and receive a monthly case of beer and up to two standard draft pours per visit.
To encourage participation, the brewery is offering free tattoos at a Friday event at their SoHo brewpub, in an event they call “Bat Flip Day.”
“By participating, you agree to be a human billboard for Torch & Crown Brewing Co. for the rest of your life,” the brewery announced in an Instagram post last week. The brewery, which is named for Lady Liberty’s accoutrements, calls its Eternal Flame Club “the boldest loyalty program in hospitality.”
The company said the deal ends after the 2025 World Series, which is slated for October. (“But your commitment? That’s forever!” it said on Instagram.)
Photo by Jenna Bascom / Courtesy of Torch & Crown
The very real, very permanent marketing gimmick is part of Torch & Crown’s annual Bat Flip Day, a salute to the brewery’s Bat Flip Spring Ale, named after the baseball term for throwing a bat in the air after hitting a home run and before running to first base. Though the practice is frowned upon in the states, it is considered an accepted celebratory gesture in Korea.
The idea for Bat Flip beer was born during peak COVID-19, shortly before Torch & Crown opened on a SoHo side street in October 2020.
“Our team is a bunch of compulsive gamblers and we had to find some sports we could gamble on and we settled on the only pro sports league globally that was still up and running in the early days of the pandemic: The Korean Baseball League,” explained Torch & Crown CEO John Dantzler, who co-founded the company with his childhood friend Joe Correia.
The pair, Dantzler said, were first inspired to make beer together in high school, after their fake IDs were confiscated at an East Village bar.
“It pretty quickly went from just a couple underage idiots to a passion,” said Dantzler. “Granted, we’re still idiots.”
“This whole Bat Flip Beer, it's really just about excessive celebration and getting a little nuts. So we wanted a little loyalty program that matched that vibe,” said Dantzler, who has no tattoos of his own.
Torch & Crown is offering free tattoos in these designs for a select few fans.
Courtesy Torch & Crowns
Customers are game for the idea: All 15 slots to get the logo tattooed on-site this Friday have already been booked.
Dantzler said he was still surprised by the response.
“I wasn’t sure if one person would do it,” he said.
Friday’s event kicks off at noon and continues until 11 p.m. at Torch & Crown’s location on 12 Vandam St.
Tickets to “Bat Flip Day” are around $18 and include a souvenir plastic bat, a 20-ounce Bat Flip pour, a hot dog with all the fixings and on-site, pre-designed tattoos from Uplift Tattoo Studio. While spots for Torch & Crown’s logo are all booked, tattoo artists will be inking other designs, including baseball caps and hot dogs.
Tagged
food
new york city
Hannah Frishberg
Hannah Frishberg covers New York City arts and culture. Got a tip? Email Hannah at [email protected].
Read more
Gothamist is funded by sponsors and member donations
Gothamist is funded by sponsors and member donations
MORE arts-entertainment
Inside the hidden chamber that controls Lincoln Center's magnificent fountain
Gothamist went behind the scenes to learn how the NYC landmark keeps its majestic waters flowing.
By
Sonia Rao
Published Oct 23, 2026
In the algorithm age, NYC college radio DJs are still broadcasting the funky stuff
We dropped by WNYU to see what the next generation of radio DJs is up to. The answer is "Br00tal Beats To Study/Relax To."
By
James Ramsay
Arts & Entertainment
In the algorithm age, NYC college radio DJs are still broadcasting the funky stuff
We dropped by WNYU to see what the next generation of radio DJs is up to. The answer is "Br00tal Beats To Study/Relax To."
By
James Ramsay
A Queens prop shop shutters, bunnies find a home uptown, and more openings and closings
By
Hannah Frishberg
A new film invites you to eavesdrop on one of the greatest conversations in NYC history
By
Sonia Rao
The Knicks are NBA champions. Now they have to start dressing the part.
By
Sonia Rao
Never miss a story
Catch up on the most important headlines with a roundup of essential NYC stories, delivered to your inbox daily.
Sign upEmail address
By submitting your information, you're agreeing to receive communications from New York Public Radio in accordance with our Terms .