The phone alarm starts to chirp at four a.m. eastern time (three a.m. for my central time adapted mind), I realize at this point it may not have been a good idea to open that last beer at one fifteen. It's time to start putting on my winter layers and fill the car with beer to head into line for the Founder's KBS release. We arrive to our destination at four thirty and quickly find a parking spot close to the building. As expected, tents are lined up outside the brewery, but unexpectedly there is a shit-ton of people already lined up. We take a mental headcount as we make our way to the back of line. We're not getting any beer... The updated rumor going around is that Founders will sell 350 cases of KBS. The unofficial headcount sets us at around 200 people back and we know that it will continue to fatten up as the first groups start to spontaneously grow. The temperature is now about 31 degrees and seems to be dropping. Time to open a bottle.
These events are not necessarily about the beer we may or may not get our hands on today. It's about the people in line that you meet that have a common love of a great brew. The people in front and behind are on the same journey, and the atmosphere of sharing and lively discussions makes the experience. There is an opportunity to trade and taste just about any great beer you can imagine. As with the other brewery releases at Founders, the staff begins to hand out number tickets at around nine forty five am for the eleven o'clock opening. I'm handed ticket #370...
I ask the guy handing out tickets... “Are we going to get beer?” He responds that last year about 400 people showed up for this release and today we are looking at nearly 1,200. We've made a morning decision, based on the turn-out, that instead of the full case limit that was announced it's been cut back to half a case per person.
I read on Founder's web-site that evening, when I got back home, that there were 317 cases distributed for the day and the morning decision guarantees that more than half the people in line, at least 634 people...some people may choose not to buy there full allotment, will leave with a chance to take home the beer. Had they not made this decision, I would have left empty handed. Read Founders full announcement here: www.foundersbrewing.com
We would have spent the morning in line with nothing more than the experience. Which honestly I would have been okay with. That said, I think this was a very good PR move for the brewery. This insured that if you were in-line by around six am, you would be bringing something back home. I do feel for the people in tents and the die-hards that made sure they were in-line well before four o'clock in the morning. Though, that same number of people that feel slighted now, feel gratitude towards the brewery for the decision that was made. I would venture to think most of the people at the front of the line would understand the decision.
I most likely will not experience this event again, but it was absolutely worth it. It's about meeting new people and spending the day with people who have a similar love of beer, and the bonus is that you get a chance to bring home one of the best beers ever made.
Chicago Brew Review