We've been having discussions in the shop recently about a phenomenon which I'm going to call Dark Lord-itis. We feel that some breweries are making one off beers and creating such a hype about them on social media that by the time they're put on the shelves they're already sold out! And some of the time these beers in question aren't even very good! (but that's another blog all together..)
1- Beavertown Bloody Ell cans - 72
2- Beavertown Gamma Ray cans - 22
3- Carlsberg Lager cans - 16
4- Roosters Fort Smith cans - 15
5- Beavertown Neck Oil cans - 14
These are our five best sellers for the past twenty hours in a shop that has around 1000 items. Just let that sink in....
Another few breweries that have had a similar beers pull at people's heart strings only just recently are as follows;
Magic Rock Un-Human Cannonball
Buxton Double Axe
Roosters Baby Faced Assassin
The Rainbow Project Beers
I'm sure there are plenty more but don't even get me started on Thornbridge X which will be hitting our shelves next week. People have been asking after that for over a month!
The thing is I've not really come to a conclusion if Dark Lord-itis is a good thing or not.. I guess time will tell. If there is one thing I know for absolute certainty though, it's this - If you're going to make a limited edition beer, there will always, always, be some people left disappointed.
I think a future blog post will be focussing on when exactly did the hype created by twitter outweigh the quality of a beer...