Holy Mountain Midnight Still

Ya, sorry, that wasn't meant to suggest that Holy Mountain did any of this intentionally. Perhaps the post was written a bit too early in the morning on a lack of sleep (stupid heat wave).

Just more an observation that it's the perfect recipe if someone wanted to fuel the internet hype machine. Beer is so limited only people standing in line can get any, scores always seem inflated relative to amount of effort made in getting beer, the scores drive demand, the next release is even more popular, and the cycle continues and pretty soon we have tents.

It was supposed to tie into the rest of the post, suggesting perhaps if it was easier to get on draft at the taproom, the crazy lines would go down since there would be less FOMO. More of a thought about whether more availability on draft and less bottles that can be traded would affect hype and lines. Apparently it didn't come off too well.

 

holy mountain is doing just fine. if it makes people happy to drink in line at 8am, good for them. the only issue i have are the people who trade their holy mountain bottles away. treating beer like it's some currency to acquire more beer is just stupid.

bummed i missed this again, but also me and my three mules (family visiting for law school graduation) went to Georgetown yesterday, tasted all their beers, and left with a keg of Johnny Utah. there's plenty of cures for FOMO around town.

 

It might be, sadly. When they announce things on instagram, it quickly becomes an iso/ft pissing contest.

Holy Mtn was a ghost town at 5pm yesterday - was glorious

 

And I heard there were still coffee bottles available.

 

That release was absolutely awesome! Thanks for a great time, HM!

Something to consider since the lines are starting to get long (people showed up pretty damn early) may be getting a Porta potty or something. I'm not sure what the logistics and zoning regarding that would be, but figured it was worth a mention.

Loved the beer and had a great time! Cheers.

 

No worries, that's why I asked. I get really literal sometimes. (Ask my boss.)

 

There definitely were at 5pm yesterday - grabbed 2, not sure what the limit was. Tasted pretty nice on tap too.

 

Mrs. Vurt?

 

I don't get any of the complaints or the "reward the locals and regulars" argument. I'm both a local and a regular, as were the vast majority of people around me in line. I dropped by for a couple beers just a bit ago, as I tend to on Sundays, and saw a handful of folks who were also in line with me. I can walk to the brewery in ~10 minutes from my place in Magnolia and I'm not going to complain about waiting in line on a Saturday morning with friends for the release of a great beer.

There are so many other things for people to worry about. Anyone who has complaints about a beer release method should really take a step back and realize that if this is their biggest issue in life then they're doing pretty well. If you don't want to wait in line, you don't have to - heck, you could've showed up at 230 or so barely waited and still gotten bottles. There certainly isn't some ulterior motive to what @HolyMtn is doing, this is what works best for them and I'm happy to participate. Thanks to them for another awesome day yesterday and I look forward to many more in the future.

 

No, that's not where I was going with that! I am a lot more literal with my employer than I am with my wife, for lots of reasons.

Obligatory Beer: There were no Holy Mountain beers at this afternoon's bottle share for Brews for New Avenues. I did bring an original De Garde Imperial Raspberry Bu which was almost 3 years old. It was unreasonably good, and even after all this time it still had tons of rich raspberry flavor. Kind of amazing.

 

No doubt wise. Probably taking a page from the Book of Best Marital Practices, in fact.

Good to know, too, that you cracked open something special at a charity event today and had, from what I can tell, a grand time. At the end of the day, beer, at its best, should not be about hoarding, trading, d-bagging it up on Instagram, or the like, but about respecting an ancient craft and bringing people together. Fortunately, this still seems to happen plenty often, even if the less savory stuff tends to be more conspicuous.

 

I just love that we care so much about our beer culture that we take the time to read these posts instead of doing anything else, like working on more beer recipes, blending and barrel acquisition like Colin and Mike have to do at HM when they're not posting here remember, we are talking about beer and it was not always like this...we are rich. Let us not be spoiled.

Let it be said, once again, that no brewery here is trying to brew less to drive hype. We are all just doing what we can and want to do. Embrace the diversity, be grateful for the choice, and smile as we enjoy the ride...this will not always be our time. It is now.

I'm going back to working on our Brett culture propagation and banking experiment...

 

We're on it!

 

Nice! Seriously though, one of the best releases I've been to. Also really, really cool that my buddy who refuses to wait in line for beer was able to stroll on in later and grab bottles!

You guys are doing things right!! F the haters... As a local, I thought you handled this release great. Nothing you can do about the people who line up early, nor nothing you can do about the people who complain about that.

No matter what, somebody will be unhappy. That's just the nature of having low supply and huge demand.

Looking forward to next time!

 

Awesome release of Heartwork bottles today. Announced at 11am, walked in with my daughter around 2pm and grabbed one to go.

 

So, shitshowfuckstorm releases are not inevitable after all, and the fix was this easy? Huh. (Good on you, Holy Mountain!)

 

It's also a Foudre aged Belgian blonde. Not a fruited sour, not a barrel aged stout. HM has announced bottles like Heartwork in advance and there wasn't a shitshow for any of those.

I think the big factor is "make a fruited sour or a BA stout, and they will come."

 

Indeed. But the bigger factor is: if you only announce it a little ahead of time, whatever the style, they will tend to come moderately and without most of the unsavory stuff and the riffraff.

 

Maybe, but they've announced other releases further in advance and there weren't the lines we've seen for Clarette, MS, Phosphene, Empirium, etc.

As much as we hate to admit it, there is hype in our town, particularly in regard to fruited sours and big ass BA stoutsZ .

 

Yes, it has long since been plain, even here in the NW, that people are especially covetous of these styles, which is all the more reason to just kinda release them with as little additional fanfare as possible. But I'm repeating myself at this point, so please allow me to withdraw from further comment.