Very new on the scene, Collective Arts Brewing has a fresh, offbeat business model. The Toronto-based company collaborates with visual artists and musicians, whose art or photographic images are represented on a rotating series of labels (each bottle in a six-pack comes with a different label). A smartphone app called Blippar lets consumers scan the label to learn more about the artist. It may be the quintessential hipster brewery. Rhyme & Reason, the company’s terrific first product, would please fans of strongly bitter West Coast India Pale Ales, though it’s relatively modest in strength, at 5.7-per-cent alcohol. And the company has given it the slightly tamer designation of “extra pale ale.” So much for terminology. Pop the cap and you instantly smell the pronounced pine-citrus essence of Centennial, Chinook, Citra and Simcoe hops. Medium-golden in colour and faintly hazy, it replays the boldly hoppy aromatic notes on the palate, with a solid tug of dry bitterness lending balance to the rounded, faintly sweet and delectably fruity core. Available in Ontario.