The COVID-19 crisis has made things difficult for many businesses, forcing them to look for new ways to do business and get their products to consumers. Most craft breweries have been quick to adapt and one company that’s really been benefiting as a result is Tavour. Breweries are looking to them as another way to increase their distribution and get their beers into the hands of more consumers.
Just last week I was telling you how Mikkeller had started making their beers available through Tavour. Now, WeldWerks Brewing out of Colorado is getting in on the act. They’ll be making their popular Medianoche Imperial Stout available through Tavour starting next week.
Here is some more information from WeldWerks Brewing & Tavour:
Beer has been bringing people together for decades. And now, since the start of COVID-19 shelter-in-place orders, beer lovers haven’t been visiting their favorite breweries as much, if at all — and they’re feeling the void.
Breweries like Colorado’s WeldWerks are turning to online retailer Tavour to help bring the community together virtually, even in these potentially isolating times.
Next week, Tavour will release WeldWerks’ Medianoche to the online craft community, marking the very first time the 2020 vintage will be sold outside the taproom. Beer collectors across the country are already on high alert to get their hands on one of the mere 540 bottles to leave Colorado.
Search any beer trading forum, and you’ll see a surge of requests every time WeldWerks releases a new variant in their award-winning Medianoche series. Collectors raid their cellars and offer top-dollar bottles from some of the most respected breweries in the world, like Cantillon, Bottle Logic, 3 Fonteinen, and Angry Chair!
Procuring a bottle of the new Medianoche will add prestige to their collections. Here’s why:
WeldWerks first brewed Medianoche Barrel Aged Imperial Stout before they even opened their taproom doors in 2015. It was the beer that kickstarted the Colorado brewery’s dark beer prowess. In just five years, the dark and decadent series has garnered a following that rivals some of the most established beers in craft.
For Medianoche, the brewers use a careful blend of chocolate malts, crystal malts, and flaked oats, boiled continuously for an insane 36 hours to create boundless layers of rich caramel and baker’s chocolate. After fermentation, they age this massive Stout in a blend of 7-12 year top-shelf bourbon barrels for 18-24 months, lending notes of toasted marshmallows, sweet vanilla, and toffee. This meticulously crafted brew took gold at the 2017 Great American Beer Festival in the highly competitive Wood and Barrel Aged Strong Stout category, even beating out the dark beer masters at Perennial!
All of this time and dedication stacks up, and craft enthusiasts have their eyes on the prize.
For WeldWerks, an off-premise release for Medianoche signals a shift in how they serve out-of-town fans. But, in these trying times, it’s more important than ever to adapt to stay afloat, and one clear way to connect with beer drinkers is through virtual releases like this one.
With only 540 bottles to be made available outside Colorado, I’m wondering if this will be another one of those beers that could strain Tavour’s App/System when it launches. For those who don’t know, Tavour’s app had some issues due to extremely heavy traffic on the day they released A Deal With The Devil from Anchorage Brewing. Hopefully things will go a bit smoother this time. Be on alert next week for Medianoche to hit Tavour.
Drink responsibly and stay safe out there.