Go Devil IPA: Call for proposals


Anticipated Presentation Launch: April 1st 2017

Upstreet Craft Brewing and this town is small inc. are seeking proposals from emerging and professional Island artists for a public exhibition in response to the release of Go Devil, a seasonal beer product offered by Upstreet Craft Brewing.

The brewery is seeking out the creative capital of PEI to help them launch new products and provide local artists with an opportunity to publicly present unique artistic ideas. One of a kind creations that inspire public discourse and generate buzz for the artist, art piece and the release of Go Devil IPA.

There are no restrictions on presentation location. The Art + Craft Team will work with the selected artist to secure the public exhibition location, (i.e. parks, community spaces, high traffic areas, coffee shops, etc.)  Artworks may be permanent or non-permanent. Artwork may remain on exhibit for an extended period of time.  Presentation of more permanent works will be negotiated between the artist and the brewery.

There are no restrictions on artistic medium or approach.

Background on Upstreet Craft Brewing

Upstreet Craft Brewing is Charlottetown’s newest craft brewery, known for their high quality products and strong community values. The company launched in Charlottetown in June of 2015 and has quickly gained the support of thousands of Islanders. The brewery produces a variety of flagship and seasonal beers that are sold in restaurants and liquor stores across the island. They have been recognized as a regional leader in social enterprise, partly for their support of local arts initiatives.

Background on Go Devil IPA


Go Devil is a seasonal beer release from Upstreet Craft Brewing. It is an American IPA that will be released at the end of March and run until the end of May or early June.

Flavour: An india pale ale with a juicy tropical, piney and citrus punch. Using only a single malt gives the beer a dry finish that allows the hops to really shine.

Label: A focus on three colours: Black, Red and White. Pictured to the right, the label features a devil wearing “shutter shades”.


“An idle mind is the devil’s workshop. Primed for a good time and a little mischief. Go Devil is an American IPA with a tempting hoppy flavour and a fun fresh finish. A perfect beer to dance with the devil on your shoulder. Feed your fire and have some fun. ”

Go Devil is meant to remind us to let loose once and awhile, to balance work and responsibilities with lots of play. To listen to the devil on your shoulder and give into some temptation. It’s not meant to be religious commentary, but rather a reference to mischievous devil caricatures that we are all familiar with.

General themes:
– Playful, the “devil on your shoulder
– Dancing, parties, late nights
– Hint of mischief
– Spring time, rejuvenated energy
– Hip hop, electronic music
– Other words associated: fun, hoppy, fire, temptation, juicy, tropical

Artist Fee

A professional, solo exhibition/performance, fee of $750 will be offered. Cost of materials is not provided.

Additional Services

Upstreet Craft Brewing and this town is small inc. can provide support with:

  • Transportation of materials
  • Technical and installation consultations
  • Assistance with setup and teardown
  • Promotion through social media channels (20,000 combined followers)
  • Tools or equipment available at brewery

Selection Process

Projects will be selected by a jury comprised of Upstreet Craft Brewing management and members of This Town is Small.

Submissions must be sent via email to:

Becka Viau via
with Go Devil Submission in the subject line.

Submissions must include:
Text files are to be sent as a single PDF
– current CV (maximum three pages)
– artist statement
– detailed exhibition proposal
– any related photos, sketches, mockups or visuals

Large images must be shared via dropbox link or Google drive

For more information please email this town is small inc.’s Program Director, Becka Viau –


This Town Is Small Inc.
This town is small is an artist driven non profit dedicated to community education, career and artistic practice development and experimental programming in the contemporary arts.

Upstreet Craft Brewery
At Upstreet, we believe in community almost as much as we believe in making the best possible beer. Imagine a gathering place to come together with friends, to meet your neighbours and to celebrate camaraderie over a beer and a few laughs. Whether you’re having a beer in our brewery or on your front porch, you’re part of our community – where we celebrate the people, the places and the activities we love.

Media contact: 

 Becka Viau, Program Director, This Town is Small
 T: 902-314-0772 |  E: 

Mikey Wasnidge, Taproom & Marketing Manager, Upstreet Craft Brewery 
 T: 902-314-7359  |  E: 
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