Equilibrium Brewery

Boom goes the dynamite.

 

Is this their first can release? I'm heading up to Accord on Saturday and can maybe swing by if the cans last!

 

Yes, first release

 

Anyone have any idea how large the batch sizes are? 2 cases of Photon is aggressive on the limits. I would never buy 2 cases of any beer but you know how some people can be.

 

seeing how many, many people are in the comments saying they're getting the full allotment and already saying "FT", suggests to me that unless you're there hours in advance you may be out of luck -- especially with the release starting around rush hour on a Friday. their social media response eclipses Kane by a long shot for releases, and the area around Middletown is much less densely populated than Ocean. it's extremely impressive. then again, the number of legitimate IPA-forward breweries around Middletown is much lower.

I personally wouldn't want four cases of two different types of beer that can fall off after a few weeks or so -- I can't drink that fast unless I only drank those two over a month, and that's no fun for someone who likes to try new things. but I also don't trade, and I assume that's the primary motivator for many, since it's prob easier to do this than drive to Tree House and Alchemist (which people are trading for EQ).

Even if limits were set at one case pp, I think it will sell out easily that day, so yeah - confused at the high limit.

Definitely curious to see if this release is mayhem. Their sours would be worth waiting in line for hours imo, but there are so many available hoppy beers in cans around that it's hard for me justify, especially normal pales available for growler fills 7 days a week.

 

Maybe after they sell out they can afford to pay someone to design their next cans

 

FWIW, MC2 is only 1 case limit. I agree though. If youre just someone who drinks for himself, doesnt trade, there is little sense in lining up for cans of a style of beer that so many breweries do well.

I would just like to point out that I found it strange that they limit you to 6 growlers for take away, so 6 4Pks if you bring all 64 ozers. Yet are starting limits for cans at 2 cases and 1 case. I would theorize not a lot of room to keep the cans around so higher limits will push it out faster but me thinks they wouldnt have a problem selling out if it were 3 4pks per.

Edit: Agree with the bad label art, looks like something I could throw together in 30 minutes without much thought into it.

 

Really wish they would let us know the total case count.

 

I did notice they had responded to comments that any cans left for Saturday will be updated on (presumably) Instagram. Probably doesn't help people plan for Friday but it's a start!

 

I'm sorry but how does knowing a total case count help people plan for Friday?

 

I assume people use that to determine how early to line up (if at all).

 

I was told 260 cases of photon, and 160 cases of MC^² by one of the Brewers on FB

 

If they have 500 cases id feel comfortable arriving at 4. If they have 100 I'd line up earlier.
Now I'm sorry but how is label art a point worth bitching about?

 

Got it. I wouldn't say bitching about it, at this point I'm just amused that so many people think its not an issue. You want to line up for a beer but don't care that the brewery didn't put any effort into the way their customers view their product? I'm a designer and its sad to see.

 

There's so much hype behind these guys they could get away with just using a sharpie.

 

Honestly I don't think that'd even be as bad. Mikkeller/Omnipollo made it work.

 

I've never understood the art thing either, but if you have a design background I could see how that shit would make you crazy. We're all hyper aware of those domains we spend the most time and energy on.

 

Product, first and foremost.

 

Maybe, just maybe, they like the label?