Now this is certain to piss off Alan. Why? Follow me over here.
I like The Bruery, I really do. I like what Patrick Rue has managed to do in terms of carving out his reputation in such a short time frame and I like many of the beers he crafts. I have never visited the brewery’s tasting room, but I’m guessing I might like that, too.
However, when I received the press release touting The Bruery’s second anniversary “party,” I had to shake my head. Here’s the skinny:
“Come join us in celebrating our second year of brewing experimental and Belgian-style beers!” the release begins, making me think of clinking glasses, happy faces and maybe a party hat or two. But it then continued:
The celebration will be split into four, 3 hour sessions:
Session #1: Saturday, May 22nd, 12 PM – 3 PM
Session #2: Saturday, May 22nd, 4 PM – 7 PM
Session #3: Sunday, May 23rd, 12 PM – 3 PM
Session #4: Sunday, May 23rd, 4 PM – 7 PM
Huh? Four three-hour parties? Seems off to me, but let’s find out what’s planned:
We’ll be serving a wide variety of Bruery ales including Melange #3, Oude Tart, Humulus Rice, Seven Grain Saison as well as Coton, our second anniversary ale that has been aging in oak barrels and clocks in at 14.5% ABV. Each attendee will be given 10 tasting tickets, which will be redeemed for 2-5 oz. of beer, depending on the strength and rarity of the beer. No additional tasting tickets may be purchased. Each session will also feature food catered by Seal Beach’s Beachwood BBQ including their legendary fried pickles and slow smoked meats as well as Belgian waffles, artisan cheeses, cured olives and other snacks.
Okay, I’m cool with the enjoyment of food and beer as a means of celebration, but ten tasting tickets maximum for samples of 2 to 5 ounces each? That’s not celebration, that’s analysis! That’s evaluation! That’s what I do almost every day for work!
Scroll down, past the list of beers that will be available, to the final line:
Admission is $40 per person.
So, to “celebrate” two years of business, they’re allowing people to pay $4 per sample a maximum of ten times during one of four three-hour periods. Oh, and there will be food, too.
Sorry, Bruery, that’s not a party, that’s a second anniversary tasting event. I’m sure it will be fully sold-out and everyone will have a marvellous time, but a bunch of people standing around and sniffing and sipping and tweeting their tasting notes is no way to celebrate anything, much less two years of extraordinary and well-deserved success. Call it what it is and have a real party some time later.