Florida Museum researchers are leading conservation efforts for the Miami blue butterfly, once common throughout coastal southern Florida and now among North America’s rarest insects.
To raise awareness of the butterfly’s plight, we partnered with First Magnitude Brewing Co. to produce a limited-edition beer with an augmented reality label that provides educational information about Miami blue biology and conservation.
On March 24, 2017, we hosted an event at the brewery to celebrate the launch of Miami Blue Bock, a refreshing, full-bodied lager named for one of the most charismatic and critically endangered butterflies in North America.
Jaret Daniels, curator and director at the Florida Museum’s McGuire Center for Lepidoptera and Biodiversity speaks with guests attending the Miami Blue Bock Beer launch held at First Magnitude brewery. Florida Museum photo by Jeff Gage
Guests try the Miami Blue Bock Beer at First Magnitude Brewery. Florida Museum photo by Jeff Gage
The beer glass for this event was created with an augmented reality label to provide educational information about Miami blue biology and conservation. Florida Museum photo by Jeff Gage
Guests use their phone cameras to view the Miami Blue Bock Beers augmented reality butterfly. Florida Museum photo by Jeff Gage
Jaret Daniels, Geena Hill, Jonathan Bremer, Kristin Rosetti, and Matthew Standridge from the McGuire Center for Lepidoptera and Biodiversity show off the t-shirts created for the Miami Blue Bock Beer launch. Florida Museum photo by Jeff Gage
The augmented reality Miami blue Cyclargus thomasi bethunebakeri,. Florida Museum photo by Jeff Gage
The Miami blue butterfly, Cyclargus thomasi bethunebakeri,. Florida Museum photo by Eric Zamora
The Museum graphics team worked with the First Magnitude creative team to design attractive logos and merchandise for the butterfly beers. The eye-catching designs bring together the style of beer with the at-risk butterfly to draw attention to each species and its environment.