Showing posts with label Dark Lord Day 2011. Show all posts
Showing posts with label Dark Lord Day 2011. Show all posts

01 May 2011

Dark Lord Day 2011 Miscellany

Here's a bunch of miscellaneous information that didn't make sense in the Dark Lord Day post.

Despite a relentless attack on the guest tap line, there are still beers on this list that I wish I had tried.  My favorite guest tap of the day was Goose Island Bourbon County Stout Rare, which seemed like a steal at $10 for a 10oz pour.  Here's the tap list at the Guest Taps truck, which is probably 90% complete.  Some random stuff kept appearing during the day - like Surly Schadenfreude.  And this doesn't include all the Indiana beers on tap inside of the brewery.

Victory Smokin' Oats
Victory Pursuit Ale
Victory Scarlet Fire
Victory Headwaters Pale
Victory Braumeister Pils
Schlafly Kolsch
Schlafly Imperial Stout
Schlafly Export IPA
Schlafly Summer Lager
Schlafly Brewmaster Weisse
Van Steenberge Monk's Ale
Bells Expedition Stout
Bells Double Cream
Bells Batch 10,000
Bells Oatmeal Stout
Flying Dog Raging Bitch
Boulevard Tank 7
Boulevard Single Wide
Dark Horse Scotty Karate
Dark Horse Double Crooked Tree
Brooklyn Brewmaster Main Engine Start
Firestone Walker Double Jack
Firestone Walker Robust Porter
Dogfish Head My Antonia
Dogfish Head Worldwide Stout
Dogfish Head Old School Barleywine
Dogfish Head Burton Baton
Ommegang Gnomegang
Brouwerij Bavik Petrus Aged Pale
Brouwerij Bavik Petrus Oud Bruin
Brewdog Paradox Smokhead
Left Hand TNT Weizen Doppelbock
The Bruery Saison de Lente
The Bruery Loakal Red
The Bruery Old Richland
Goose Island Bourbon County Stout Rare
Schlenkerla Fasten Beer
Schlenkerla Eiche
Schlenkerla Maerzen
Furthermore Knot Stock
Furthermore Oscura
La Rulles Estivale
Aventinus Eisbock
Sierra Nevada Oliva Dubbel
Oakshire Heart Shaped Box
Oakshire Imperial Overcast Espresso Stout
Pizza Port - Ocean Beach The Jetty IPA
Pizza Port - Ocean Beach ABLE
Pizza Port - Ocean Beach Tarantulas
Pizza Port - Solana Beach 1 Down Brown
Pizza Port - Solana Beach ABLE (different beer)
Pizza Port - Solana Beach Swamis IPA
Pizza Port - San Clemente Doheney
Pizza Port - San Clemente Pier Rat Porter
Pizza Port - San Clemente "Pseudo"
Pizza Port - Carlsbad Farley
Pizza Port - Carlsbad Barreled Night Rider
Pizza Port - Carlsbad Dubbelicious
Pizza Port - Carlsbad Poor Man's IPA
Founders Breakfast Stout
Founders Nemesis
Founders Kentucky Breakfast Stout
Founders Backwoods Bastard
Founders Newaygo County Cherry
Founders Devil Dancer
Founders Double Trouble
Cigar City Milk Porter
Cigar City Big Sound Scotch Ale
Stone Double Bastard Chipotle
Stone DDH Sublimely Self Righteous
Stone Smoke Porter with Vanilla
Stone Bourbon BBL Aged Smoked Porter
Stone Bourbon Arrogant Bastard
Thirsty Dog Barrel Aged Siberian Night
Southern Tier Oat
Southern Tier Back Burner
Southern Tier Mokah
New Albanian Hoptimus

The band lineup this year was great as usual.  Well, that's assuming you like metal.  And I do.  I was able to catch Indian and Lair of the Minotaur, who both put on great sets.  There was even a sparsely populated mosh pit going for Lair of the Minotaur - which without the proper circle pit walls means that you end up smashing in to kegs, the stage and the concrete more often than I would like.  I didn't have a hangover this morning, but I do have a lot of bruises.

2PM Lonesome Organist
3PM Sweet Cobra
4PM Indian
5PM Sybris
6PM Lair of the Minotaur
7PM Slough Feg
8PM Bible of the Devil

And here's a smattering of additional photos:



























Dark Lord Day 2011

There were some very large questions waiting to be answered at Dark Lord Day 2011. Would a smaller crowd mean less excitement? Would the event have a same feel? Would the beer lines be better managed? Could 6,000 people fit in one parking lot? How could the Dark Lord Day chaos ever be contained?




Dark Lord Day 2011 from outside the gates (click to enlarge)

We're happy to say that the Three Floyds crew were paying attention, and got this one completely right.




Yes, there were still giant swirling lines. But this year there were plenty of staff on hand to let folks know where to go and what lines to work through. The back entrance of the building was opened up, giving that line a place to go and opening up more space in front of the brewery.




The Dark Lord purchase process went smoothly, with the audience divided into three groups, each with a different window to buy their beer.




The carry-in and beer sharing aspect of the event continued as it had in previous years, with a sprawling lawn chair and picnic table shanty town set up just in front of the pub.




The guest taps were certainly noteworthy, with big, complex beers showing up from all over the country, giving fans a taste of breweries they may never be so fortunate to visit.







The overflowing toilets from last year? Gone. The ability to pre-plan for crowd size meant that plenty of porta-potties were available, and - unless I'm mistaken - there was even a sanitation crew on site early on to make sure things went smoothly.




Yes, it was crowded. But the spirit of the event remained, with good people sharing good beer in the spirit of beer brotherhood and sisterhood (mostly brotherhood).




Despite 10 tickets among our group, none of us won the limited release bottle lottery. If you won and want to share, you know where to find us...

Kudos to Three Floyds and our brothers and sisters in beer - Dark Lord Day remains the best craft beer release in the country, and we're already excited about next year.




Dark Lord Day 2011 from inside the gates (click to enlarge)


Want to compare this year's Dark Lord Day to the previous three years?
Click here for our 2010 coverage
Click here for our 2009 coverage
Click here for our 2008 coverage

30 April 2011

Dark Lord Day Eve 2011

Pork Lord Day

Jess and I decided to swing by 3 Floyds for dinner on Dark Lord Day Eve and were surprised to find a 0 minute wait around 6PM CDT.  We took a seat and ordered a round of Zombie Dust and chicharrones for appetizers.  Jess proclaimed the chicharrones to be better than the Publican's but not quite up to the standards of the Tipton County Pork Festival.  Either way, they were delicious.

Zombie Dust

Zombie Dust is a really stellar sessionable IPA.  Weighing in just above the 5% mark and aggressively hopped with only the Citra superhop, this beer certainly has the IBUs to smack you in the face and the malt to back it up.  If you've ever had Cenotaph, this is the same beer with a much better name.  Lemon and orange flavors from the hops were dominant and the overall experience was very refreshing and felt appropriate for spring.  You really can't go wrong with this beer.

Ham on Rye

I decided to follow up the Zombie Dust with a Ham on Rye.  I've had this 3 Floyds / Piece collaboration beer in Indy before, but as a fan of smoked beers, I was eager to revisit it.  Although 3 Floyds had some pretty appealing special beers on tap tonight, I stuck with the standard tap list to delicately ease my palate in to the assault that it will receive tomorrow.  Ham on Rye features a healthy dose of rye that certainly brings to mind rye bread, and enough meaty smoked malt to make its namesake entirely appropriate.  Even if it wasn't called Ham on Rye, you'd still think that rye bread and smoked meat were the dominate qualities of this beer.  I love it, but it's certainly subjective.  Smoked beer haters need not apply.

Left Hand Wake Up Dead on nitro (foreground), 3 Floyds Arctic Panzer Wolf and Figure 8 Solar Collector

After a brief run to both make ourselves feel better after dinner and to keep up our Mini Marathon training runs, we made our way out to Beer Geeks Pub in Highland.  Although the atmosphere is a little lacking and odd, the tap list did not disappoint.  Left Hand Wake Up Dead was on nitro, and while the nitro version brought out a lot more booziness than the bottled version, lots of bourbon, chocolate and a touch of smoke rounded out this imperial stout.  Figure 8 Solar Collector was a great IPA / Wheat hybrid that will be especially excellent this summer with its creamy and refreshing body coupled with a fairly intense hop profile.  I followed up the Solar Collector with a Resistance IPA, which definitely had an interesting selection of hops and stood out among the hoppy beers I had tonight.

I did learn that Dark Lord Day will be hosted and fenced in entirely on 3 Floyds' property, including the parking lot out front and the grass lot out back (currently fairly muddy).  Most of the parking in the office park is roped off this year, and I have my doubts about how they're going to be able to hold upwards of 6000 people this year.  Last year's crowd of 10,000 spilled over the entire west end of the office park, so trying to contain a crowd of roughly half the size to a single lot is going to be tricky.  I expect most people to get their beer and get out.  I'm not sure what 3 Floyds expects to happen this year, but they are certainly making the best of their situation.  I'll stick around to hear Sweet Cobra, Lair of the Minotaur and Indian tomorrow and hopefully try a number of guest beers, but the beer I'm carrying in is going to be limited to a subset of what I brought.  I think anyone expecting a similar event to last year is going to be extremely disappointed, but we have to adapt with the times and enjoy the positives of this event.  I mean, how can you be disappointed with buying some Dark Lord, trying some amazing and rare guest beers and listening to some incredible metal bands?

28 April 2011

Hoosier Beer Geek's Guide to Dark Lord Day 2011

This post will be updated as we find more information. As a result it may get messy.

This year's Guide to Dark Lord Day may look similar to last year, as there are a lot of tips that carry over. But there are some major changes to the event this year, and because we keep getting smarter, we thought we'd share some tips we've picked up over the years.

Beer list updates from our Indiana brewery friends:
Sun King Buffalo Tipping Point (Barrel Aged Belgian Dubble)
Sun King Buffalo Fest (Barrel Aged Oktoberfest)
Brugge Harvey (New version of Pooka)
Oaken Barrel Superfly (IPA)
Crown Brewing AlkoholikA (Blonde Dopplebock)
Crown Brewing Fade 2 Black (Double Black IPA)
People's Mr. Brown (Imperial Brown Ale)
People's Aberrant Amber (American ESB)
Barley Island Dirty Helen (Brown)
Barley Island BarFly (IPA)
Flat12 Half Cycle (IPA)

If you missed the updates at DarkLordDay.com, make sure you head on over there to catch up. There's a lot of very important information on the site. This update and this update in particular.

In case you don't feel like clicking, here's the important stuff:
Update on coolers (from 3Fs Lincoln on BeerAdvocate): Coolers sizes up to 30 quarts will be allowed in. Wheels or no wheels doesn't matter. If it's larger than 30 quarts, leave it at home or in the car. It's basically a space and safety issue. DLD is difficult enough to navigate without having to jump coffin hurdles every 10 feet. Please work with us on this and make it a more enjoyable day for everyone.

1. Gates open at 10:00 am
2. The Darklord bottle limit will be 4 bottles per person, $15.00 per bottle.
3. There will be a lottery for extremely limited, hand bottled, hand numbered barrel aged variations. Guests will exchange their event tickets for a Golden Ticket with a scratch off section. If their ticket scratches off as a winner, they will have the opportunity to purchase one bottle of one of the four variations in addition to the 4 bottles of Darklord. The variations are:
Darklord aged in Pappy Van Winkle 23 year barrels
Darklord aged in brandy barrels
Darklord aged in brandy barrels with vanilla beans
Darklord de Muerte, DL aged in bourbon barrels with ancho and guajillo peppers
These hand bottled, hand numbered, hand waxed bottles will sell for $50.00.
4. All purchases on Darklord Day are cash only.

Older info:

1. This year’s event requires a ticket for entry. There will be no admittance for non ticket holders. The Munster Police Dept. will be out to enforce traffic flow and loitering. If you do not have a ticket, hopefully you can make it next year instead.
Attendees must be 21 years of age or older.
2. Pets will not be permitted to this year’s event.
3. If you wish to bring beer for trading and sampling with friends we encourage you to do so within reason. A few bottles here and there are permissible. Please do not bring cases and kegs. You will not be admitted with excessive beer.
4. Parking will be up to the attendees. Our little brewery does not have the facilities to accommodate vehicles.
5. If you are bringing a vehicle please assign a designated driver.
6. If you are planning to bring a bus or RV they must be kept out of our industrial park to allow emergency vehicles access (police order).
7. The weather is normally unpredictable. It may be rainy or sunny so be prepared.
8. Please do not bring anything to sell. Vending will not be permitted.
9. Please hang on to your tickets. You’ll be glad you did.
10. The Event is cash only as always. There will be ATMs on site.
11. If you wish to bring lawn chairs try not to bring the couch version. Space is at a premium. Also please be mindful of traffic flow when deciding where to hang out.
12. No Grills will be allowed.
13. Most of all please be respectful of our town and our neighbors. We want to continue to hold a safe and fun event in the years to come and we can only do it with your help.

Here is an alphabetized, formatted list of guest drafts if you found the one on DarkLordDay.com hard to read.

Aventinus Eisbock
Bells Batch 10,000
Bells Oatmeal Stout
Brewdog Paradox Smokehead
Bruery Loakal Red
Bruery Old Richland
Bruery Saison De Lente
Dogfish Head Burton Baton
Dogfish Head My Antonia
Dogfish Head Old School Barleywine
Dogfish Head Worldwide Stout
Founders Backwoods Bastard
Founders Breakfast Stout
Founders Devil Dancer
Founders Double Trouble
Founders Kentucky Breakfast Stout
Founders Nemesis
Founders Newaygo County Cherry
Futhermore Knot Stock
Futhermore Oscura
Goose Island Bourbon County Stout Rare
La Rulles Estivale
Left Hand TNT Weizen Doppelbock
Oakshire Heart Shaped Box
Oakshire Imperial Overcast Espresso Stout
Ommegang Gnomegang
Schlafly Kolsch
Schlafly Imperial Stout
Schlenkerla Fasten Beer
Schlenkerla Maerzen
Schlenkerla Oak Smoke
Sierra Nevada Oliva Dubbel
Van Steenberg Monk’s Ale
Victory Braumeister Pils
Victory Headwaters Pale
Victory Smoked & Oats

In addition, we believe that there will be a large number of Indiana taps on hand, though that list is harder to get a hold of. We know that many breweries we work with on a daily basis are sending beer to the event.

If you're into the band side of things, the list ran on DarkLordDay.com a while back, but may have gone unnoticed:

Indian
Sweet Cobra
Lair of the Minotaur
Bible of the Devil
Slough Feg
Sybris

Rodney also notes that it appears 3 Floyds has done another band collaboration - Evil Power (which is an album / song by Liar of the Minotaur) Imperial Pilsner - will be on sale at Dark Lord Day.
These are my tips that I've learned over six years of heading to DLD.

1. Cash - That is the only thing accepted at FFF's. Don't leave home without it or pay the crazy gorilla math surcharges at the ATM machines that will be there.
2. Talk - This is the greatest thing about DLD. I enjoy talking with other like minded people and sharing beer with people from all over the country. Bring some tasty brews to share and just say hello to everyone and you will have a good time.
3. Food - Bring some water and snacks in a bag with you because drinking high gravity beer all morning will quickly take its toll on you.
4. Tasting Tables - If you bring beer to share this is one of the things about the day as well. Just step up to the tables and pop your beers and start sharing what you have brought. Don't be intimidated by what people may have brought because chances are that someone wants to try what you have brought and as long as you are sharing most other people are going to share with you.
5. Parking - Parking was hard to come by last year by 9 am, so I have no idea what to expect this year. I would just say get there earlier than later this year.

Last year I came fairly prepared. I brought a ton of beer and we got through maybe half of it, despite having a folding table crammed full of beer and pouring beer for anyone who wandered up. Maybe I saw you last year? We met a lot of people and it was a ton of fun. Last year we also wrote up a blog post as a "what to expect" guide for Dark Lord Day. With the new ticketed format for the festival, I really don't know what to expect. Things are going to be different. Hopefully for the better. Hopefully they get Pelican back.

Guest Taps
I had epic plans last year to try the guest taps. I didn't. I tried a ton of cool beer but I just never made it over to the guest tap truck. THIS YEAR WILL BE DIFFERENT. I hope. Tons of rare beer here and most of it you can't normally get in Indiana. $5 a cup last year, cash only, and one of the best deals in the beer world. Make sure you at least take a look at the tap list so that you know what you missed if you never make it to the truck, like me.

Bring Growlers
If you don't have a huge cellar of rare beer, go fill some growlers with great seasonal, local beer. You'll have a ton to share, won't spend too much and are guaranteed to have something a lot of people haven't tried. This probably won't work for the Tasting Tables, but there's a lot more beer being shared than what's on the trading tables.

Hold the bottom of your Dark Lord Case
We saw a lot of box bottoms fall out and a lot of Dark Lord destroyed last year. Don't fall victim to this. HOLD YOUR CASE BY THE BOTTOM. It will probably be rainy again, and wet cardboard doesn't hold up well.

Bring a cooler with wheels
Use it as your seat while in line. The wheels will help you save your strength for drinking.

You will be exhausted
If you're familiar with tailgating, you know how a day full of heavy drinking can wear down the body. Now imagine that with 10%+ ABV beers all day. Yeah, you're going to be exhausted at the end. Plan accordingly with either a hotel reservation or a nice nap in your car before you head out. Bring a ton of water to keep yourself hydrated. By the end of the day, you'll probably want water more than beer, so at the very least, pack your truck with it. Gatorade would be even better.

Be Prepared
The ATMs will run out of cash - bring at least enough to buy your Dark Lord. The lines for food will be long - bring snacks because you won't be able to get food exactly when you want it.

Have a posse
If you don't have a bunch of friends with you, make some friends. It's a lot easier to move a bunch of coolers and chairs and beer around when multiple people are helping. Turn around and talk to the person behind you in line. If you start the conversation with "hey do you want to try this beer I'm opening" then you're guaranteed to have someone to chat with and share beer with through the rest of the line.

Respect the law
The cops working this event are all incredibly reasonable and friendly given the circumstances. In fact, early in the day thank them for making this a safe and fun event year after year, but probably don't do that when you're drunk because it won't be very sincere. If it seems like the cops are getting attitude with you, it's because you're being an ass and you're too drunk to realize it. Also leave your weed at home, it's about the only thing they'll arrest you for.

Know your limit
If you're knocking over beers, especially beers as rare as the ones at Dark Lord Day, you've had too much. You aren't going to remember anything you drink once you're to a certain point, so don't be afraid to call it a day. You want to remember your Dark Lord Day experience and all the great beers you tried (or at least the highlights).

In my experience, I've found the three Dark Lord Days I've attended to be amongst the most memorable and fun beer events I have experienced.

1. Bring snacks and water. Don't forget to eat and drink them during the day.
2. Bring some beer to share. As Rod said, it doesn't matter what, just bring some and be friendly. People come from all over the country to attend so it's a great opportunity to show a little bit of that Hoosier Hospitality and offer up some of the great beers we have in the state.
3. This one may just be for the ladies: Bring toilet paper, hand sanitizer, and/or your own personal restroom cause 3000 people drinking beer all day sure takes a toll on the port-a-pottys (as you summer beer festival goers know all too well).
4. It's spring in Indiana, so the weather changes quick. Last year when we arrived, there were thunderstorms in the distance. It turned out to be a nice, sunny afternoon, but the temperature went from a breezy 70 to about 40 in what seemed like a matter of minutes. Bring a couple layers and comfortable shoes.
5. Don't forget about what's inside the warehouse. Music, guest beer, cool people.
6. Keep an eye on that watch. You surely don't want to miss your window to buy your Dark Lord.
7. If you do something stupid, it will end up on the internet.

Have fun, pace yourself, and please say hello if you see us in our "Dork Lord" shirts. We'll probably have some beer to share.

I think everyone else covered everything pretty well, but there are a few other minor things worth noting.

Don't forget to check out the bands. They're loud, you'll be sorta drunk, and it's a nice bit of respite when you're on the precipice of "oh I think I drank too much". Plus you can watch drunk guys headbang. Always entertaining.

Bring a tasting glass. Sure, you can drink out of any old cup, but a tasting glass (preferably one with a 1 oz. line) will allow to to better keep those samples small (and as a result, more varied).

Respect the police. They're letting you get away with a lot of things that you typically wouldn't. Don't forget that.

See you Saturday!

16 March 2011

"None of Us are Party Planners" - An Interview with Three Floyds' Barnaby Struve

Monday, March 14th was a busy day at Three Floyds Brewery in Munster, Indiana. In addition to the production of a collaboration beer with Indianapolis' Sun King Brewing (more on that later), the brewery was visited by two film crews and yours truly.

After things settled down for the day I was lucky enough to spend a few minutes with Three Floyds' Head Brewer and long-time employee Barnaby Struve. While our conversation touched on quite a few long-term brewery issues, the section below touches on something a bit more immediate: Dark Lord Day.

Tickets for the event go on sale this Saturday, March 19th. In the meantime, we hope to hold you over.


Why the changes this year? What went wrong last year, and what do you think needed to be fixed?

“That’s a Pandora’s box. The reason why we’re having changes this year is – every year we have changes. This thing grew organically. None of us are party planners but now we’ve been forced to do that because so many people come to the brewery every year.

There were 25 people the first year, 50 at the next, 200 at the next, and then 4000 and on and up, so all of a sudden we were like, ‘Wow, we’ve got to get a bunch of chemical shitters for these people, what do we do?’

The good people of Munster don’t mind us doing this but it cannot grow exponentially every year. We’re a small regional brewery that has a small parking lot and a little bit of space in our warehouse and that’s it.

It’s funny – you’re damned if you do and you’re damned if you don’t. People want to come, but then they complain that there are lines. We’re like, ‘We’re going to try to manage the crowd better by making it a ticket only event so that also we know A) how many people are going to come and with that knowledge we can have the right amount of food for everyone, we can manage lines and crowds better, and B) it’ll be safer – it’ll be just a better event.

It’s so hard – we’re trying really hard to do the best thing we can to organize this thing. In order to have it go from year to year we have to limit the size. Munster is going to put up with only a certain amount of drunken revelry every year. There were somewhere around 10 to 12 thousand people here last year. We can’t have 20,000 this year and 30,000 the next year. We’re just a little brewery.

Everyone will complain about it, but they don’t realize that before the sun comes up the next day we’ve got a whole team of people out here cleaning up our entire neighborhood so that we can try to be good neighbors to the people that we live with the other 364 days a year.

I love people coming here and I want them to have a good time and I want them to bring beer and to trade beers. What other event – in previous years – what other event has been free where you could bring your own beer, you could bring your own food, the music is free. I don’t know of any other beer event ever that’s like that.

So this year, for the people that really truly care about it and that can get tickets – we just want to make it better for them. We want to make it more user friendly, we want to make sure that the longevity of the event is insured, and we want to make sure that everyone can get their beer, have a good time, trade with their friends, try Sun King beers, try Russian River beers and all the other breweries that we’re friends with and send us stuff. It’s fun. That’s the intent anyway, but sometimes people get a little upset.”


There’s this sort of feeling that Three Floyds tells you what they want to tell you—

“Absolutely! What company doesn’t?”

Is that fair?

“Is it fair? What I think, #1 – I love the fact the people care enough to obsess about it, but we have to control information because look at how many threads there are on whatever websites about Nick’s personal life or what we’ve got going on or what we’re making or releasing and all this other stuff. You have to control your message, especially when people want to know everything about it and everyone’s talking. There’s one thread that we printed out the other day that was, ‘How come I can’t find Gumballhead?’, and the response was, ‘These guys just sit around and smoke weed all day, and then when they want to make money they come in and brew a batch of beer and then sell it.’ They don’t understand that we’ve grown by over 30% every year and because... I actually just typed up a state of the brewery address to let people know what we’ve done growth-wise so they can understand us. Because as our name grows, the demand grows, and that’s actually exceeding our growth. You can only do so much. Like with regards to Dark Lord Day – it’s like when was the last time you and your nine friends held a party for 12,000 people? We’re honestly trying to do the best we can, and I think that people should not necessarily always focus on what is negative about the event, and try to come and have a good time. And if you don’t like it… I’m sorry. We’re doing our absolute best, honest-to-god.”

You don’t want to be the guy that’s like, “If you don’t like it don’t come,” but on the other hand it’s like—

“No, and I would never say that. We’ve been having weekly meetings and the sole focus of our weekly brewery meetings for the last probably three months has been just Dark Lord Day planning. Like, ‘How are we going to make it better this way in terms of how the space is organized?’ ‘How can we get the toilets to not overflow?’ ‘How can we cut down on lines?’ ‘Where can we have more food stations?’ ‘How can we make it safer?’ ‘What’s going on with this?’ ‘What’s going on with that?’ A lot of work goes into it and we like having the event. It’s the one day that we retail beer instead of wholesale it. Everyone thinks that we’re driving around in Mercedes or something but I’ll tell you what, last year’s Dark Lord Day paid for is a new 100 ton chiller that we’ve got outside that actually helps us produce more beer, which allowed for 30% growth last year. So this year, what are we going to do with it? We’re going to put a new roof on our building. And a new roof is going to cost us a ton of money.

It’s not as though we’re like, ‘HA HA HA! We are lording over the beer and we don’t want you to have this and we don’t want you to have that.’ It’s just so bizarre that people care that much.

I think it’s great, and I get maybe – it’s like a 50/50 response when I go out to events. Like some people are like, ‘Why don’t you guys do this, why don’t you guys do that?’ And they’re a little bit negative about it but – you know the dissenting voice is always the loudest. The other 50% are like, ‘Guys, I understand. I love what you do. It’s really great that you’re doing this. Don’t listen to those other people.’ And that’s what I would rather focus on is the positives out there. We’re putting a lot of beer out there. And the people that do get it? It’s great. And I want those people to keep coming and drinking the beer and if people want to be negative about it, I think they should maybe focus on something else, get another hobby besides drinking.

That was a really long rant.


That’s the thing, I don’t want this to be negative, I don’t want to say, ‘Hey if you don’t like it, don’t come, don’t drink our beer’. That’s not my intention or my message at all – we wouldn’t be where we are today without all these people’s support. And we rely on them – they’re our customers so they’re the people we want to make happy. It’s just that if we were a big giant conglomerate – a huge brewery that could take care of everyone’s needs at the United Center – no one would want to come. People like us because we’re a small regional brewery and we make limited edition beers. If we did that, if we grew, if we got a bunch of revenue and grew by 300% and had Dark Lord Day at the United Center or Soldier Field or somewhere where everyone could come get Dark Lord, no one would come, because then we would have sold out.

So it’s like this double edged sword that’s really bizarre to me, and I think – like I said – the loudest voice is the dissenting one, and for every person that complains, we have hundreds of people coming through our pub every day that really really enjoy the food that we make and really like the atmosphere and people that we are. We’re not a bunch of aloof, snooty fuckers.”

There were rumors that you considered moving the event to convention centers, was that actually a consideration or—

“It’s always been a consideration. But we can’t do it because of the archaic beer laws in this country. Like I said – we work really really hard to make the event accessible to as many people as possible. So that being said, of course we’ll look into different locations, but we can’t because we can’t sell our beer off the premises. The fact is that, yeah, the beer is $15 a bottle, but it’s been that way since we put it out. We’ve not raised the price at all, but it’s also an incredibly expensive beer to make. If we were to do that, and make short lines, and go to the convention center we would probably have to be upwards of $60-$70 because we’d have to sell it to a distributor, they’d have to sell it back to us – so it’s just – right now, this is our little brewery, and this is what we’re doing.”


A correction - Barnaby Struve's title within Three Floyds Brewing Company is Vice President, not Head Brewer as reported above.