UPDATE: I agree that ‘advocate’ was too strong, not the right word. ‘Condone’ is probably the right word so I’ve replaced it.
Condone – Verb: Accept and allow (behavior that is considered morally wrong or offensive) to continue.
(Paso Robles, CA) – A Beer Advocate user (and astute Beernews reader) brought up an interesting point about yesterday’s Firestone Walker XV press release. In journalism speak, I definitely “buried the lede” (or lead).
Past year’s anniversary ales from Firestone have changed the perception of beer. These higher alcohol complex blends are more akin to wine than beer. Like wine, the anniversary beers are vintage releases that can be laid down and aged for years with the flavor profile slowly changing. The secondary market for these beers is similar to wine, with bottles that originally sold for around $20 now fetching upwards of $100 each.
“Who’d have thought a bottle of beer would be valued at $100 plus. It is an affirmation that there is real passion for beer out there,” said David Walker, Co-Owner of Firestone Walker.
Though Firestone Walker isn’t explicitly condoning the resale of its beers in the second market, it kind of is implicitly condoning it by promoting success in the secondary market as a selling point for XV Anniversary Ale.
In nearly four years of covering the craft beer beat, I’ve actually never seen a brewery make a statement like this before.