Why some cult breweries intentionally limit their beer supply _ munchies

John Otto doesn’t visit ChurchKey often, but this was no ordinary happy hour. Noodles hours of operation Otto joined two of his coworkers at the trendy bar in DC’s Logan Circle neighborhood the evening it tapped a cask of Bell’s Hopslam.

Hopslam quickly became legend among beer nerds when it debuted in the DC area about a decade ago. Where is noodles Nearly as quickly, it earned the nickname “HypeSlam” from cynics who call the beer over-celebrated and over-priced.


Noodles and company wausau Even so, DC beer enthusiasts keep their ears perked for news of the seasonal beverage’s arrival from Michigan every spring.

“We’ve been tracking it for a month,” Otto said proudly. Noodles and company woodridge He followed updates on Twitter and Bell’s website, marking his calendar for the beer’s advent in DC.

For the second year in a row, he and his friends, Kyle White and Patrick Murray, made a special trip to ChurchKey just to taste the mythical double IPA on cask. Noodles and company sandy It’s become a tradition, they say.

Sure, it’s a good brew. Noodles and company data breach But a large part of the Hopslam’s success has centered on its distribution strategy. Noodles and company eagan It’s basic economics: The brewer creates limited quantities to be distributed in certain regions and establishments, beer hunters begin marking their calendars for release dates, and word quickly spreads. Noodles and company vacaville Beer drinkers are rewarded with bragging rights, bars and stores turn a profit, and brewers create an intensely loyal—and vocal—community around their brand.

Of course, ChurchKey isn’t the only establishment to cash in on the popular brew every spring. Noodles and company calories If you called up Total Wine in Springfield, Va., they answered the phone, “Yes, we have Hopslam.” Cashiers reminded customers that they may only purchase one six-pack each—which may be a good idea, considering the $20 price tag. Yaya noodles menu Some stores sell the beer for as much as $35 for a six-pack, or $6 to $7 for an individual bottle.

Rarity drives up the perceived value, and the beers become a collector’s item on par with comic books or baseball cards, said Benjamin Weiss, director of marketing at The Bruery. Noodles and company lakewood co The only difference between beer and, say, Beanie Babies is that customers are also collecting experiences.

“It’s the event that people are excited about,” said Omar Ansari, the owner of Surly Brewing Co. Noodle or noodles Surly releases its Russian imperial stout, Darkness, in limited quantities once a year on the Saturday before Halloween. What is in noodles Thousands of people attend, Ansari said, with about 1,500 fans camping out the night before.

“It’s a huge challenge, because there are a lot of people,” Ansari said. Noodles and company village crossing “We don’t make any more money selling it at the brewery than the liquor store.” Yet the event builds buzz and momentum around Surly’s brewpub—and it keeps fans happy—so they continue hosting it.

Alex Barbiere, marketing specialist at AleSmith, said their limited-release events have grown in popularity over the last few years. Noodles and company healthy To limit the lines of customers wrapping around the building, they began giving out tickets for popular releases.

For two weeks in February, Russian River opens its doors to fans who travel from all over the world to taste the elusive Pliny the Younger beer. Noodles & company coupons Photo via Flickr user Mark.

“A great beer first and foremost is a delicious beer,” Barbiere said. Noodles resturant “But when people can’t get their hands on a certain beer? The limited bottles that actually hit market are what really increases the demand.”

Russian River Brewing Company was founded in 1997, but they didn’t catch the attention of limited-release beer enthusiasts until they began brewing Pliny the Younger in the early aughts. Noodles and company indianapolis It really took off, said owner and brewer Vinnie Cilurzo, in 2010. Noodles to go It’s only grown in popularity since, with perfect 100 scores on both BeerAdvocate and RateBeer.

For two weeks in February, Russian River opens its doors to fans who travel from all over the world to taste the elusive Younger. Noodles and company hours today For some, it’s a onetime lark; for others, an annual pilgrimage. Noodles phone number Some people meet while standing in line, have a beer together, and become friends who return the next year, Cilurzo said.

“It becomes very communal,” Cilurzo added. Noodles and company number The line itself is an event of sorts; the brewery applies for a municipal event permit and provides portable restrooms and trash pickup.

“People go crazy,” he said. Noodles and company kenosha Roth acknowledged that the Russian imperial stout is an excellent beer. Noodles and company jobs “But it’s also one of the most hyped beers out there, perhaps aided by its very limited distribution range,” he argued.

Brewers say they limit beer because of the limitations they themselves face: in procuring ingredients, finding space on the brewery floor, and spending time cultivating the brews. Noodles and company uptown But others argue that if it were a simple matter of limitations, brewers would find a way around the obstacles for such popular items.