"Fat Tired? Baby, I'm fat EXHAUSTED!"

[roadrunnertwice]

So the big drama in Twin Cities quaffery lately is that New Belgium Brewing is distributing their beer here again, and people are kind of freaking out about it. I'll grant that I enjoy a bottle o' Fat Tire as much as the next guy or gal, but the whole thing is amusingly fanboyish. And, as you can see above, they are playing it to the hilt. (There are also posters up all over town. It's nuts.)

What's interesting is that this is probably the worst possible time for them to be making their triumphant return. Surly's been open for about a year and a half, and their brew is available in big pretty cans and something like a third of the tap-rows in town. Flat Earth opened their doors about four months ago, and looks to be aiming for a similar level of local stardom. The Cities have a real live brewery culture now. Two years ago, New Belgium probably could have waltzed straight back to the top tenth of the totem pole with zero opposition—nowadays, not so much.

Not that they're going to do badly, or anything. I'm just wondering what the scene is going to look like once the freakout dies down.

EDIT: Um, this just about broke me:

Comments

[vaulted-eel.livejournal.com]

i
did not know there was a video for that song

ow