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For Three Floyds fanatics, it's the equivalent of a high holy day. DarkLord Day is the one day of the year where the venerable Munster, Indiana brewery releases their highly anticipated Russian Imperial Stout. Craft beer fans from around the world travel to either buy or barter from their personal collections for a bottle of the prized beer. Fans of good ales get to meet each other, sample each others wares, and get to put actual faces to online avatars.
For more than a few jagoffs, however, it means cutting in line, buying more than the alloted six bottles, selling them on eBay (for anywhere from $75 to $120 a bottle), or even scalping bottles of DarkLord to folks waiting in line - some for over four or five hours. Both the Beer Advocate and Rate Beer forums have been lit up with complaints about DarkLord Day 2008.
The scalpers and online auction hawkers aren't solely to blame. Three Floyds should accept some responsibility for not only running out of DarkLord by 4 p.m., but for the lack of amenities, as well. After being overrun last year by the same issues, Three Floyds reps promised expanded amenities and improved measures to ensure the maximum number of attendees would be afforded opportunities to buy DarkLord. After I made my purchase I headed to the porta potties, which could accurately have been declared a biohazard area; some were close to overflowing with waste. Sure, Three Floyds could not have guessed that more than 5,000 people showed up, but DarkLord Day is not a new event. They should have prepared as though twice that number would attend. It's only going to get bigger.
They may brew great beer, but the hassle sure isn't worth it.
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I half-agree with you.
However, my experience was more positive. We were lucky to stand in line near some truly amazing people. I offered to share a bottle of the 2007 DarkLord I had brought along and they, in turn, shared some really impressive beers that they had brought.
I left after I got my Beer at 2:00 (I got in line at 9) but I didn't notice the porta-potties to be *that* bad. Infact, it was a marked improvement over last year - when they had only 2.
The line for the beer last year barely extended more than 100 feet into the street. This year, it was down the street, into the driveway nextdoor and halfway around the building. I agree that they'll need to improve for next year - but this event grows exponentially every year, it's hard to predict what to expect. It's not *new* but it's only the fifth year they've made it. Before 2006, the beer lasted for more than a day. It was much smaller.
I had one guy try to cut in line in front of me, but I confronted him and he left. Problem solved.
There are many things they could do smarter next year (I saw 100 people in line at 6:30 when I drove by, start the grill early in the morning instead of an hour after the event has started) - but this is a growing company and a growing event, so I try not to get too down on them for their growing pains.
I understand the frustration of many people who did not get to buy any beer. The bottom line is that the day is not for the casual beer person. The highlights of the day are getting there early making friends with fellow beer lovers and sampling great beers.
There were a lot of people that there that were only trying to make a buck or didn't really understand what this day is about. I saw a lot of people drinking Old Style(or similar crap), which at a craft brew loving event is sacrilege.
IMO the stuff Three Floyds had control over was much improved over the previous year. The line was more organized and there were many more porta potties. The guest drafts were amazing beers that people have no chance of getting anywhere near Chicago. There were more Three Floyds drafts outside with greater variety (including '07 Dark Lord).
Three Floyds are brewers not party planners. There are plenty of things that could improve the day, but I don't blame Three Floyds. They are doing the best they can. I blame a bunch of frat boy assholes looking to profiteer off a bunch of beer lovers.
Just my two cents.
This was my first year, and we were not able to make it there until 1:30. Needless to say, I didn't end up with any bottles of Dark Lord. I agree with Chuck's comments in large part. The guy with the multi-colored sox hat trying to sell all of his bottles of dark lord to those waiting in line for $65 deserved ot be punched in the face. Luckily, it seemed like no one was going to take him up on his bullshit offer. As a male, the porta potties were barely tolerable. My wife became so disgusted that she would walk up to the speedway 1/2 a mile away everytime she had to go. A couple of staff members told me that three floyd's had brewed around 900 cases, which breaks down to 21,600 bottles. With the limit at 6 per person (which I'm sure not everyone did), they ahd enough for 3,600 people. Don't know that they can do much more in the brewing department to accommodate how big this has become.
My main complaint is that the bands were not scheduled earlier in the day and outside. Would have been nice to actually hear music while waiting in line. Noise may be a concern, but it seems like a fairly industrial/business park settign where most wouldn't care. The music part of the festival and the wait for the beer were completely unrelated, which disappointed me quite a bit. The only "great" thing was that they had quite a bit of 07 Dark Lord on tap (and the size of the pours got a lot better after they ran out of 08 bottles to sell). If I go back next year, it will be at 9 in the morning with a lawn chair and a fully loaded cooler
The production run was 900 cases, but of 22oz bombers which are 12 per case. That works out to 10,800 bottles.
I agree for the bands to be outside, though they did start playing at 12.
Thanks for the correction, RoyE. I just assumed a case of 22oz bombers would still be 24 bottles. With only 10,800 bottles, I'm surprised the supply even held out as long as it did. Some trashy girl had the balls to tell us she had the last two bottles they sold, and she would sell us both of them for $100 total. I politely told her to fuck off.
I got there at 11:20 and got in line. The people around me guessed that the line was about 3 people wide and over a half mile long. I had the feeling the result wouldn't be good. I was right.
I didn't see much going on besides the line when I got there. The port-o-let's were there, but only one small blue tent was raised and no signs or staff were organizing the event. This was surprising since the event started at 11am. Some tent rental company started putting up the other two tents after noon. I assumed that a stage would be set up for bands, tents filled with tables and chairs for people and the brewer selling goods. You know, like a basics of any small time chicago block party that happens every weekend.
The final setup was a tent the housed their food venders and another that housed their beverage vender. I heard they sold many beer's and had guest brewers there too, but that must have been inside. When I got to the tent, right after they ran out of Dark Lord, it was three people pouring drafts of 2007 Dark Lord and I think Gumball head. I couldn't get inside where the band's were (and I guess other beers were available) because pub area was filled to capacity. We bought a round of beer at the tent and headed over to a few rocks that we sat on while we drank them.
The staff seemed more interested in drinking the beer than helping people out. On a few occasions I was a people in Dark Lord Staff shirts walking around, but they seemed to be on break because the were drinking beer and hanging out. The guy next to me said the bouncer to get in the pub area was actually double fisting while he checked id's (around 1pm.) I was in front of the building when they actually ran out of Dark Lord. I think I was in line for about 5 hours at that point. Three Floyds staff didn't announce that they were out, a few unhappy people came stomping out and declared it so. Truthfully I can't believe people didn't riot and turn that place upside down. Lucky for Munster and Three Floyd's people just left. Picture the scene - a thousand people waited in line for 5 hours, drinking and then were told the product was gone! One guy drove in by himself from 3 hours away.
We were able to grab a few beers in their beer tent. I asked if I can get an empty cup so my wife could pour some wine that she brought since we learned they didn't have any after previous visit to the brew pub. The staff said they couldn't spare any, but I could buy a beer for $5, drink it and give her the empty cup! Nice hosiptality for a customer that just stood in their line for 5 hours for nothing.
In all, I invested many hours for nothing. The sad part is the loss to the brewery. They may think they did well, raking in $15 bucks a bottle. The truth is the lack of organization, amentities and beer meant my group of four left with over $450 in our pocket that we planned on spending. We went to eat elsewhere and only spent $30 total. That is a big opportunity lost. The fact of the matter is a company that treats people like they did my have me reaching for a different brand the next time I'm buying.
My advice to anyone thinking about attending is don't. The best case scenario is you wait in line for hours to get six bottle of beer for $90. The worst case scenario is you wait in line, get nothing, then get shanked by a rioting crowd.
I asked for an empty glass so my wife can por her
At 900 cases (with a limit of six bottles per person in line), that still should have been enough for the assembled crowd to at least have the opportunity to buy a bottle. The folks in line with us were traveling from Ohio and points east to buy theirs (and drinking copious amounts of Blackheart and Gumballhead kept us all relatively mellow).
The complaints were coming as early as 1 p.m., when I was noticing some of those same people scalping cutting in line for more purchases. There was also no rhyme or reason with the lines, at least from staff and volunteers. We had to ask other attendees which line was which. The staff was courteous overall, but seemed resigned to the reality that they couldn't control everything. Getting pissed at attendees (however rightly they felt) would have only made matters worse.
And I speak as someone who managed to get his bottle (and enough for a vertical tasting in the process).
The event went much smoother than last year, but nobody could have dreamed that 4,800 people would show up.
I compare it to goofy things like event tickets or the old hype over beanie babies: Not everyone is going to get one. If you were SERIOUS about getting some, you knew what you had to do. People are going to resell, ebay and scalp. That happens to everything when demand is high and supply is low.
People are going to complain when they don't get something they want, whether it's a beanie baby or a bottle of beer. Hundreds of people went WAY out of their way to get their 6 bottles of Dark Lord.
The early bird gets the Dark Lord?
(and this is the second year that I left without a single bottle of the stuff)