It’s okay, people. Everything’s going to be fine.
By Dan on Jul 20, 2008 in Blog, SJ-R
I know, I know, it was starting to get a little scary out there. But I talked to the authorities and they assured me that everything would return to normal soon. We’re not out of the woods yet, but if we hang tight we should get through this in one piece.
What? You don’t worship at the bottle of Sierra Nevada Pale Ale? Well then, I guess you’re ignorant of the calamity that almost befell our fair city.
First, let me say that I enjoy many beers. I’m not exclusive. Just this week some good friends gave me a twelve pack of assorted brews and I’ve been sampling them with great delight. But every beer lover has his/her favorite varietal, the go-to brew that always hits the spot. For me, that beer is SNPA. And (choking with emotion) I almost lost it forever.
It started a few weeks ago when Shop ‘n Save had SNPA on sale (good), but there was a "discontinued" notice on the sales sticker (not good). I noticed that they had started stocking New Belgium product and figured that they were swapping brands. Okay, I thought, a corporate decision, not a good one, but as long as Qik-n-EZ and County Market remain a nectar outlet, I’ll be fine.
Over the next couple of weeks, in the back of my mind I harbored sporadic dreadful thoughts that the local SNPA distributor was going to discontinue the line. But then I’d realize I was just being silly. Everything would be fine. Wouldn’t it?
And then, yesterday, all of my worst fears manifested themselves. I stopped by the Qik-n-EZ, no SNPA. I ran by County Market; the freezer was bare of the best beer known to man. What the hell is going on here?
My mind raced. I began penning the hate letter that I would have to send to someone, anyone. What would I have to bomb, who would I have to kidnap to ransom my beer back into the market!
Today, I turned to the only place I thought might be able to help – Friar Tuck.
I walked back to the cooler, and almost fainted with fright. Their in the Sierra Nevada section was a couple of sixes of Porter and some ESB, but no Pale Ale. Clearly they were clearing out the last remaining stock. My beer was being banished. God help us all.
Lost is a haze, I grabbed something from the cooler, I don’t remember what, and stumbled towards the checkout. I was sure that Armageddon was upon me, but I decided to make one last ditch attempt at survival. "Please, kind sir," I stammered to the store associate, "why has our Pale Ale been taken from us."
He smiled the smile of Jesus – kind, gentle and ethereally paternal.
"My son," he said, "your beer has not foresaken you. A corporate distributor buyout has left the Sierra Nevada brand in disinterested hands. The new distributor deals in liquor only, and is washing their hands of beer. But fear not, a new distributor will lift SNPA from the ashes and soon it will return and again bless us with its goodness."
I fell to the floor weeping. My tears confused the checkout guy, as did the kisses I placed upon his shoes. But I didn’t care. My beer, it would return. There’s call for all to rejoice.
And another thing….
My SJ-R column this week pokes fun at the game of golf. I thought it might raise some rancor, being that golf has been center stage in town all week, but I’ve heard nary a word of protest. It just goes to show that nobody reads my column. Except, Johann. Thanks Johann.
Well, I would tell you to switch to a higher quality brew, the kind that would never desert you or abandon you or even scare you with the threat of leaving you. But with last week’s announcement of the Bush buyout I am terrified that I might come home to a Natty Light free America.
(But seriously, during the SNPA hiatus, switch to the nectar of the gods. You may never go back.)
reverenddave | Jul 21, 2008 | Reply
Now that Natty Light is essentially an import, will it still be eligible for special domestic pricing on bucket beer night?
Dan | Jul 21, 2008 | Reply
I’ve yet to try SNPA, but I have finally discovered Fat Tire. It and Michelob Amber Bock are currently fighting it out for “favorite” in my fridge right now.
And you’re welcome- ’tis my pleasure. I love reading your columns.
Oh- and to reverenddave: A Natty Light-free America is something we can only dream of.
Johann | Jul 21, 2008 | Reply
That reminds me, I need to ask the beer Jesus at FT if they EVER plan on stocking Schwelmer again. The Germans shouldn’t be allowed to drink all of it.
Dave | Jul 21, 2008 | Reply
Some former Texans who mosied their way up north turned me on to Shiner Bock and I enjoy it immensely. I’ve got that, the aforementioned Fat Tire and Sam Adams Summer Blend in my fridge right now.
I think the last time I had Natty Light would have been at an Evans Scholars frat party at U of I where the beer was free and the house made up of caddies. No joke:
http://en.wikipedia.org/wiki/Chick_Evans#Forming_the_Evans_Scholars_Foundation
And is anything really “domestic” any longer?
Unpainted Huffhines | Jul 21, 2008 | Reply
Hello,
I happened onto your blog yesterday afternoon and read the post about Sierra Nevada being suspiciously absent from store shelves. That, my friend, is something we never like to hear. The post was sent through the proper channels, and as it turns out, you are very correct about the distributorship changing hands. We have fully signed and committed with a new distributor, and Sierra Nevada Pale Ale will be back on the shelves within a matter of days.
Thank you so much for your support of Sierra Nevada Pale Ale and your devotion to the beer. Around here, Pale Ale is something we take VERY seriously. I’m glad to hear that so many other people take as seriously as we do.
So, fear not. Sierra Nevada Pale Ale is speeding to a store near you. Let Springfield never again, be without a pint of Pale.
Thanks for letting us know,
Cheers!
Bill Manley
Communication Coordinator
Sierra Nevada Brewing Co.
Chico, CA
billm@sierranevada.com
Bill Manley | Jul 22, 2008 | Reply
SNPA is a wonderful beer but I have found that an acceptable alternate exists for us Illinoisans, imho. Two Brothers ‘The Bitter End’ Pale Ale is awfully evocative of all of SNPA’s goodness.
On a side note for the Sierra Nevada guy, your ESB 2008 had to be the best beer for me this year. Keep that stuff up!
Gish | Jul 22, 2008 | Reply
Gish,
It just so happens that there was a The Bitter End Pale Ale in the variety pack my friends picked out for me. I drank it Sunday evening and it was quite good.
There was also an SN ESB 2008 in there. Also delicious.
Thanks for commenting,
Dan
Dan | Jul 22, 2008 | Reply