Words by Saigon Beer News
Chad Mitchell’s story doesn’t start in a brewhouse. It starts in California, in the indie music scene of Northern California, surrounded by zines, underground shows, and the organic food movement. A systems engineer by trade, he eventually traded systems for stories, writing for local music publications and even publishing a few books of his own. But it wasn’t until he wandered into the legendary Russian River Brewing taproom that he stumbled onto craft beer—and everything changed.
“I used to hate beer,” Chad admits. “It all tasted bland to me—like fizzy yellow bubble water. I was a wine and whiskey guy. Then I tried real craft beer, and it set me on a path I’m still walking.”
That path led him out of tech and into the fermenting world of brewing. In Thailand, he found himself brewing in Phuket and working with Beervana, a small import company dedicated to spreading the gospel of craft across Southeast Asia. For a decade, he helped fuel the scenes in Thailand, Indonesia, and eventually Vietnam. By the time the pandemic locked the world down, Chad was ready to create something of his own. Out of that strange, uncertain moment, Mixtape Beverage Co. was born.
The name wasn’t accidental. For Chad, a mixtape has always been more than just a playlist—it’s a love letter, a way of capturing emotion and gifting it to others. “That’s exactly what I’m doing,” he says. “Each beer is my mixtape to the people around me.”
Art as Flavor
Brewing, for Chad, is inseparable from art. He may call himself a terrible drawer—his words, not ours—but he has a precise vision for every label that ends up on a Mixtape can. His process starts not with a sketch, but with flavor. First comes the idea for the beer: a taste, an aroma, a feeling. Then comes the song that matches that sensation. Only then does the label take shape.
“It’s always the beer first,” Chad explains. “The recipe, the working title, the song—and then finally the label. By then, I know exactly what it should look like.”
The results are instantly recognizable: clean, colorful, tattoo-inspired designs that pop from the shelf. Working alongside designers like his longtime collaborator Linh, Chad pushes for imagery that makes the drinker feel something before the first sip. “I want people to remember each beer by its color,” he says. “Someday I might run out of colors, but until then, each one is its own identity.”
Look closer, and you’ll notice that Mixtape’s labels are layered with Easter eggs, graffiti touches, and unconventional details meant to spark a smile. It’s a playful, rebellious approach that reflects the punk rock heart of the brand.
Influences on Repeat
Chad’s inspirations are as eclectic as his record collection. His bookshelf spans Bukowski to Dostoyevsky, his favorite films range from Aronofsky to Kubrick, and his artistic lodestar is Andy Warhol. Musically, Beck’s Midnite Vultures plays on loop as a design muse. And when it comes to beer, names like Modern Times, Lagunitas, and Russian River remain foundational.
But if there’s one thing that defines Mixtape visually, it’s Chad’s unabashed love of pink. “It’s been my favorite color since I was a kid,” he says. “And I love challenging outdated ideas of what beer should look like. Brown is boring. Be yourself.”
Building a Universe
Ask Chad if Mixtape’s labels are connected, and he’ll shrug—then grin. “I never thought of it as a universe, but yeah, with all the Easter eggs and music connections, I guess it is.”
For drinkers, that universe is both visual and emotional. The labels don’t just sell beer; they tell stories. They create a mood, hint at flavors, and sometimes even frustrate with their lack of traditional descriptions (something, he admits, the team is working on). But for Chad, it’s all part of staying true to his philosophy: live your style always, make it pop, and never settle for bland.
Looking Forward
The future of Mixtape is bigger than any single can or label. Chad sees his brand as part of a larger mission to grow the craft beverage scene in Vietnam and beyond. “My passion is too big for just my beer,” he says. “We’re going to keep pushing boundaries, release non-beer items, and change the world of beverage in new and exciting ways.”
One upcoming project he teases with a laugh is a hard tea—without alcohol—that he’s certain will surprise and delight drinkers. And if Mixtape were ever to host a gallery show of its label art? Chad knows exactly what he’d want people to walk away with: “Make it yours. Art is yours to enjoy. Find your flavor.”