The release of BCBS always seems to bring out a polarizing reaction amongst beer enthusiasts. The reason for that is undoubtedly the fact that they are owned by AB InBev. To some, it does not matter and they will wait in line to purchase a beer they adore. For others, it is a day to make a statement that they avoid Ab InBev and all of their products. From the latter, one thing I found amusing was a viral image on Facebook of people marking themselves safe from AB InBev like they were marking themselves safe from a catastrophic event in their area. I do not fault anyone who avoids purchasing Goose Island BCBS because of the entity that owns them, in fact I respect it.
As someone who loves BCBS, I have to admit, it bums me out that I am supporting AB InBev. Especially because I spend the entire year avoiding most of their products and love supporting Independent Craft Beer. However, to me, this one particular day is about more than just the beer for sale. It is about getting together with family and friends and the beer serves as a reason to do so. It has become a yearly tradition for us and each year I cherish it more and more.
Our yearly tradition usually starts with me picking up my friend(s), with one of us usually running late, and heading to our first stop around 8 AM. We pick up our bottles, and then head off to the next stop as soon as we cash out. Usually around the second stop the need for coffee comes into play for everyone else in the car. I normally run on excitement throughout the morning but it turns out my friends and wife do not. We look for the nearest coffee shop, which was Tim Horton's this year, and I am fairly certain the coffee we got that morning has yet to cool down. My dad will then call and join in the fun. Years ago, my dad thought the concept of chasing this beer was ridiculous, but the infectious nature of traveling from place to place to get something that could sell out at any moment became a thrill for him. Also, he realized it was an easy way to Christmas shop for his son. My dad also enjoys the mid-morning break of stopping for breakfast at one of our favorite diners. Then after breakfast the second part of the hunt begins, and that is finding the beer on draft. Once we find it, we share a few laughs over a pour, reminiscing about the morning and laying out a better plan for the following year. The most ridiculous part of the day then begins-- my friend Paul and I go shopping for matching shirts(this year's dancing bears X-Mas sweaters were exquisite) before heading home for a mid-afternoon nap. We then get together for a late dinner and catch up with other family & friends over a BCBS and a lot of laughs. The night normally goes late and our Saturday mornings tend to start a little bit slower.
This whole thing might sound ridiculous to you but it is something I look forward to every year. As I get older I realize that some traditions matter and this is one of them. Life pulls us in many different directions throughout the year. I love that there is one day on the calendar that we all just drop everything and enjoy some beer. Black Friday for us is that day and I hope the tradition never ends.
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Thanks for reading. Sláinte!
