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It's very rare in the grocery world when something so hot takes over. Backroom receivers are at odds with how to keep their shelves stocked. The trickle down theory ensues and customers bitch at storeowners, storeowners bitch at vendors and vendors bitch at suppliers. It's supply vs. demand. The reality is, there is only so much to go around, and man oh man, I ain't seen nothing like this since the Pop Rocks fad of the '70s.
It all started on KISW 99.9 FM's little radio show The Men's Room. Potty room reference aside, this is a red HOT talk show, with a huge audience and demographic reach. While the show is clearly targeted at the men-folk, women also like to listen in for a look into the world of how men think.
The guys on the show like to drink. Hell, who don't (stole that from Tracy Morgan, SNL)? Enter supremely popular Elysian Brewery in Seattle. They brew a little beer for the guys on the show and call it Men's Room Ale. It sold at the brewery, very drinkable and popular. But that wasn't enough. ...
Soon the guys wanted to see the beer reach a wider audience - like their show. A new beer was brewed call the Men's Room Original Red. Soon it was being poured in more than 150 restaurants and pubs in the Seattle/Tacoma area, with bar managers clamoring for more. They began bottling soon thereafter and then it happened. ...
Grocery stores and specialty beer shops started bringing it in 20, 30, 50 cases at a time. 99 Bottles in Federal Way went through more than 90 cases in a week. Stadium Thriftway went through 15 (which is a lot for this store) and ordered another 20 to be delivered today. What the WHAT? (stole that from Tina Fey. I see a trend here)?
It certainly doesn't hurt that they promote EVERY venue that carries their delicious beer on their radio show. Most importantly, a portion of the net proceed from every Men's Room Original Red sold goes to help support the families of our military vets through the VA Puget Sound Fisher House and Joint Base Lewis-McChord's Fisher House.
I've spoken with many people in the industry, with my personal experience included, and no one has seen a beverage, beer or otherwise create such a frenzy in the marketplace. Because of the Men's Room Red's popularity, there is only so much to go around and Elysian is trying their best, as is the distributor, to get the beer out as fast as they can.
This beer is a moneymaker for any store. It's basic math really. While the Men's Room Ale retails for $4.49 a bottle at 30 percent mark-up, the profit margin on this beer verses let's say a 22-ounce bottle Budweiser that's priced at $2.35, is pretty significant. Which would you rather sell (or drink)?
Nothing stays on top forever, but I suggest you jump on the bandwagon if you see a bottle of Men's Room Original Red at your grocery store. It may not be there tomorrow. Oh, and I should add it's pretty darn tasty. Hola Bitcholas!
Sold locally in many specialty beer shops and grocery stores including Stadium Thriftway, Tacoma Boys, 99 Bottles, Abby's on Broadway and more. Click here for a complete list of locations.