800 people brave cold, line-up outside US brewery to buy special edition beer

Black Friday, the day following Thanksgiving Day, is considered a shopper's delight in the US. But around 800 shoppers chose to line up at 8 am in -15°C just to buy a limited edition of the brew

Milwaukee: Some people wait for hours in the cold to buy cheap televisions or video games. However, people in Wisconsin do it for beer.

People line up outside Lakefront Brewery in Wisconsin for their limited edition beer on November 28. Five- thousand bottles of Imperial Stout Aged in Bourbon Barrels were sold out within three hours. Pic/AP
People line up outside Lakefront Brewery in Wisconsin for their limited edition beer on November 28. Five- thousand bottles of Imperial Stout Aged in Bourbon Barrels were sold out within three hours. Pic/AP

About 800 people were in line by 8 am yesterday — waiting in a temperature of minus 15 degrees Celcius — outside of Lakefront Brewery in Milwaukee to buy a limited edition of the Black Friday brew. In less than four hours, the brewery was sold out of its 5,000 22-ounce bottles, each of which sold for $15.

Bourbon County limited edition
Bourbon County limited edition

For the buzz
Along with purchasing four bottles, the per-customer limit, 30-year-old analyst John Graham said he wanted to be part of the buzz and the festive atmosphere that included a DJ, tap beer and breakfast.

“I’ve neither been out for Black Friday before, nor bought a TV or an X-box or anything,” he said. “But here I am drinking beer at 8 am.”

Others started sooner. Dave Armstrong camped out overnight after arriving at 9.30 pm on Thanksgiving with a propane heater and blankets. The 53-year-old seemed to have no interest in joining shoppers trying to take advantage of Black Friday deals at large retail stores.

“They are either waiting in line for a television or computer. They’ve got to mess with the crowds, and push and shove their way around,” said Armstrong, a vice president at a financial company in Milwaukee. “Here, it’s a real orderly group,” he added.

Beer lovers
Lakefront Brewery owner Russ Klisch said the business took in more money on Friday than on any other day during the year. He said he and his employees got the idea after they tried doing early tours for beer lovers on Black Friday a few years ago. “They just came here to drink beer at 8 in the morning. So I figured at that point, it’s time to make a beer for these people,” he said.

This is the fourth year the brewery has had Black Friday beers.

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