What is your take on Oncemade Beer Project?

The idea isn't terrible, but a bit of a reach. If this took place in California and the 2 breweries were Russian River and The Bruery, these would probably sell out at pre-order. That validates the concept to a degree. But as others have pointed out, we're not in CA and these breweries don't have that kind of experimental track record. So naturally everyone will take a "wait and see what the reviews of those with way too much disposable income say."

 

sounds like some "idea man" in some company reads beeradvocate too much, and has an idea about the beer market that's almost as warped as the average BA (ie "wow, patrick rue must be rolling around in a money pit given how many people want black tuesday! the guys at sierra nevada could take a cue from him!!").

edit: trying to rein in my 'AKA' usage.

 

Good point here. Though RR and The Bruery likely wouldn't need Pintley, they could do it themselves. Regardless, you are right that the concept is somewhat an interesting experiment, so I'll be curious to see how it plays out.

 

I'm glad someone said this. When I saw this on Beer News (I refuse to call it "Beer Pulse", too stupid) I said out loud "Now that's hype in the beer world." I hope BA takes note, this project is hype. This is hype. This is what hyping is. If something else isn't doing this, then it's not hype.

 

You generally learn more from your failures than your success. Prediction? There will be learning to be had.

 

I get the sarcasm, but, yes and exactly. The economically sound "cash grab" comment and White Birch smashing were especially nice touches.

 

Call it what you want ... "cash grab", a very expensive tick, trade leverage, whatever. None of the comments will matter if it sells out though by selling out at the price buyers are going to expect an epic brew.

IMO ... there is way too much beer out there to really even worry about stuff like this and it takes beer in the wrong direction with rarity and pricing. The industry can't justify these prices though the customer will still get sucked into it. I'd expect pricing like this from brewers that have come close to perfecting barrel aging and use of wild yeasts. Hell, it does not even deserve the attention it is getting now being we don't even know what the beer will be like. No disrespect to the brewers (I enjoy both) but they would have been better off doing this on their own.

 

Let people do what they want - if they want to spend $45 on something unique, let them do it. If you think it's stupid, then don't waste your money on it. Shocking that some people are lured in by the idea of "limited" or "rare" items. People want to be the first one to try an amazing beer, then come on BA and puff out their chest about some rare gold they just drank. If you want to be critical, be critical of the people who buy the beer just to say they had the beer (and then rub your face in the fact that you didn't). If they honestly care about the product, or the breweries that are participating, who are you to say the idea is stupid? I for one really enjoy Backlash and NS. They're young, and their products aren't perfect, but I like seeing how both companies have evolved over the past few months.

Also, don't belittle the project because the two breweries are inexperienced and new on the block. This kind of thing is awesome for a start up brewery. Lets you be a little creative, work with another brewer, and expand your market to people that may not have tried your product. Take it for what it is - a gimmick. Maybe it fails. Maybe it ends up being awesome. Only one way to find out - gotta buy the goods.

 

Once I had 45 bucks to spend and I was in the mood for something similar. I purchased a 3F Oude Gueuze, a Fantome and a pack of cigarettes to go with the buzz.

I still had some change left.

 

If Night Shift is looking for a special project then come out with a series of b-weisses. They already got a decent base going. Ditch the ginger and throw some fruit in that bitch.

 

Actually, the fact that they are new and unproven breweries is a fantastic reason to belittle the project. If this was Russian River and The Bruery, as mentioned above, at least we'd have some reasonable expectations that this beer might be worth $22.50 a bottle, sight unseen. As it stands, their collective portfolio doesn't have an A-level beer in it. Before we even get into the additional difficulties of barrel aging and releasing such a limited beer, why, exactly, do we expect this beer to be a solid A? (i.e. worth $20+ per bottle)

Backlash and Night Shift need to focus on making a great beer - not pawning off unproven experiments in order to make a cash grab. This easily could have been done quietly as a collab and put onto shelves with everything else. Then, *gasp*, the quality of the beer inside the bottle would determine whether or not it sells!

Very disappointing from all sides. I just hope people aren't suckers for the hype machine and wait and see how good the bottles are before buying them.

My favorite line from the video - "very high alcohol saison - not something I've ever seen before". Hmm, well perhaps you should do your homework next time: http://beeradvocate.com/beer/style/129/?sort=abvD About 180 saisons at the same 8% or higher, some of which are extremely popular.

 

Again, don't trust the breweries, don't buy the product. Some people may really enjoy what these companies do, and want to try something that they wouldn't be able to otherwise. Yes, it could have easily been a simple collab. But if you were a small company trying to get off the ground, and a marketing ploy like this comes along, would you honestly say no? Go ahead and be critical of those buying-in just because it's "rare" or because they'll feel unique for trying it. Other people's view of a brewery's ability to put out a $22.50 worthy product isn't reason enough for me to paint a wide brush stroke of FAIL over the entire project.

 

All we are saying is RR and Bruery have proven they can do this before charging for it. It is a noble idea. Not dissing Nightshift. Bravo for wanting to do something better than pump out a crummy IPA. I'd just like to hear that maybe they've done this recipe before?!?!

 

it's especially funny to me that the beer comes in a pine box. what associations do you guys make with "pine box"?

 

I would say no. Lots of companies want to find that shortcut to glory. Sometimes they need to step back and ask if it's the right path, especially if your brewery isn't even a year old. They're not just dipping their toes in, they are diving headfirst into shark infested waters. Beer geeks are vicious and they don't forget failures.

 

Collaboration beers are always excellent.

 

Depends, plenty of breweries survive or even thrive despite massive and repeated failures.

 

True. Im not saying that if this beer is a failure they will go under. But it could set back their growth as a brewery. It might not even effect them at all. I just think marketing gimmicks are cop outs. If your product is actually worth that price tag it should somewhat sell itself. Not sure if you've had anything from these two breweries but nothing they've made so far makes me want to swallow $45.

 

Oh yeah, I agree. I'd never heard of either of these breweries before, and this doesn't give me a good first impression of them. Nor of Pintley.

 

i think hype-bullshit like this gets them noticed for all the wrong reasons by beer geeks. i've never had a beer by either brewery, and after seeing this i'm probably less likely to try their normal line-up.

...which normally wouldn't matter so much, but this project seems to be aimed directly at beer geeks. goose island can get away with the extremely crass, "this is the best beer ever, but (despite pappy 23 still being made, and also just flat out inexplicably) we will never make it again. get'em while they're hot, dummies!" because every serious beer geek knows that GI are barrel aging masters. they're not just milking perceived "i'll buy anything rare, hurrrr!" trends in beer geeks, they're milking their huge, earned reputation.