Monkish Brewing Co.

It would, but Monkish aims to fuel the hype marketing machine —not make customers' lives easier or increase access to their beer. Quite the opposite, actually.

 

Essentially, they are following the Supreme, Hypebeast model, and its working for them. What would motivate them to do otherwise?

 

Wow... supposedly people were in line today 30-40 min before the release announcement

 

Aren't there always? They can hear/see the canning line working so they know its can day and then they tell all their friends.

 

Last two releases were on a Wednesday. With no release yesterday, people figured it would be today again, hence the longer than normal line before announcement.

I will say, I was surprised how quickly this one went. I was about to be on my way, a little later than normal due to work, but still figured I'd make it just fine. When I was getting in my car, I checked Twitter and saw that even though a substantial amount of time had passed and nearly 100 cases had already sold, there was still over 200 people in line. Couldn't make it over in time. Was totally sold out a few minutes after 5. Most releases last until about 6 with no line at all for the last 20-30 cases. Weird.

 

Maybe everyone came so they would have ammo to land one king Julius! Haha.

 

Yeah I saw on Twitter they were all sold out in a hour and a half which is unreal even by their standards. Looks like alot of people got turned away empty handed. They're hype and buzz is at its peak right now.. Haven't been there since the "One The 6" can release. Modern Times, Mumford, and HPB are much easier to deal with in my book. Love Monkish but I'm staying away from the can releases for a while.

 

Yeah the line was longer than usual and whats weirder is that it wasn't DDH or a collaboration. This was actually one of my least favorite beers from them as recent.

 

It's not Monkishs' responsibility to make peoples lives easier, their responsibility is to brew as good a beer as they can and they have more than lived up to that commitment. And it's quite naive or even myopic to believe that Monkish fuels the hype machine, quite the opposite, the hype comes from the buying public, always has, always will, whether it's a new cult restaurant that takes three months to snag a reso, to the newest iPhone or the new Range Rover, the buying public creates, drives and feeds the beast, plain and simple.

Cheers,

 

I think you're ignoring a large part of their model if you don't think Monkish is using scarcity to build their own hype. A lot of breweries do it, and it's perfectly fine, but it's certainly a factor.

 

I agree to an extent with this. There will also be demand and hype for great beer, but at the same time if they made their cans easier to acquire the hype would die down a little. The hype for a trilliums or other half collab isn't going anywhere but Foggier window could.
They could easily do online sales with a one day pick up window. Why is there essentially no hype on growlers? To me the answer is because they aren't limited. Additionally, if they remade batches more frequently the hype would lessen, but tickers gotta tick.

 

Yep.. they've found a business model for sales and releases and have stuck to it 100% while their brand and consumer base has doubled, tripled, and even quadrupled. Haze is definitely here to say but when they die down a bit and become more common like the west coast ipas I'm anxious to see their version 2.0 business plan to maintain the hype, FOMO, and scarcity of their releases and product. I'm sure they have a plan B/contingency route mapped out when that day finally arrives.

 

I've thought that day was coming for awhile now but alas it has not. Perhaps a lack of true competition is to blame?

 

People just drink the competition's beer instead of using it as trade bait.

 

Meanwhile Illflora is a solid beer that everyone is sleeping on but it’s not canned or hazy. So Bummer most are missing out.

 

Know if there is any left? Haven't had time to get over there recently.

 

Was plenty left on Tuesday.

 

With all due respect, it's the quality of the product that builds hype.

Cheers,

 

But growlers are limited, either 2PP or 4PP until they kick.......right ?

Cheers,

 

One of the more refreshing quaffers Ive had in a long time.

Cheers,