This Saturday (3/7), we’re encouraging Surly Nation to open their cellars, clear out their refrigerators, and Drink It Now.
Our friends at Allagash Brewing in Maine introduced this concept, which we endorse without reservation:
Beer lovers can end up with some amazing bottles of beer – whether it’s a bottle purchased on a vacation, one that was purchased after waiting in a long line, or one that was given as a gift, sometimes bottles can become so “special” that there seems like there’s no occasion worthy of opening such a bottle…we decided to reach out to some of our fellow breweries and beer lovers to come up with an arbitrary time when people would have that “perfect reason” to open that bottle of beer: just because.
If you have a vintage bottle of Darkness you’ve been holding onto for the right occasion: Drink It Now. The cache of Furious from last week’s beer run: Drink It Now. The Pentagram you’ve stashed to celebrate your favorite team’s next championship: Drink It Now (and if you’re reading this from Minnesota, what in the name of Gene Larkin are you waiting for?).
Invite your friends. Crack a bottle with your partner. FaceTime the person who bought it for you. Savor it.
This also gives you an excellent excuse to replenish your supply. Is this our way of reminding you that we released BA Darkness, Grapefruit Supreme, and Garden Variety this week? Yes. Yes it is.