THE GIST
Three Floyds Brewing will debut its new Corn King IPA exclusively at members only parties hosted by the IN Beer Brigade. The beer, which was brewed in collaboration with several northwest Indiana breweries, will launch at 18th Street Brewery’s taproom in Hammond, IN. It will not be made available in stores or from 3 Floyds directly.
WHY IT MATTERS
No business wants to leave its customers disappointed, so naturally brewers are constantly looking for solutions to satisfy thirsty crowds as the hyperbole that can often surround beer launches continues to pervade the industry. This members-only release is certainly one way of handling it, one that generates the kind of exclusivity that guarantees a beer will sell out. Memberships for the IBB start at $40 a year, giving members access to purchase Corn King on draft at an event. Premium members ($75 level) are given two complimentary bombers at the event.
Some of the proceeds from membership does go back into funding the Indiana Brewers’ Guild, directly benefitting the Indiana brewing industry. The setup also gives breweries like 3 Floyds to ability to manage customer expectation, the ultimate challenge posed by rare beer releases.
—Matthew Curtis
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3 Floyds Releases Corn King IPA At Members-Only Parties In Indiana [Brewbound]