Blueberry Lemon Crushin’ It is back!
Our second release of Blueberry Lemon Crushin’ It is this Friday!
We have been completely overwhelmed by the response our fans have had to this beer. Literally overwhelmed. When we first released it in July, our website slowed to a crawl, and we saw the same thing happen online last night.
We want to assure you that we’ve made numerous changes to our website over the past few months in order to keep up with traffic, but we recognize that we still have a ways to go.
We hold ourselves to a higher standard of customer service than what you’ve been seeing, so we made the decision to suspend online sales of Blueberry Lemon Crushin’ It. Fans will be able to buy this beer in person at the Brewtique, beginning at noon on Friday.
All orders that were able to be placed last night will be honored as-is: if you ordered the two-case limit, you will receive what you ordered.
We apologize for the issues our fans have been experiencing and hope you understand that we’re frustrated, as well. Our fans love our beer, and we want you guys to be able to get it unhindered.
We’d also love to be able to watch Jeopardy! on a Thursday night.
Honestly, we thought we had it this time. We thought that the changes we made over the previous week would be sufficient, but our amazing fans never fail to impress us — and they show it through website traffic.
To put our Tasting Room Only releases in perspective, since pivoting to online beer sales sometime in March, our website has seen a dramatic increase in traffic. And, on the night before a big beer release, our servers have been getting overwhelmed.
We’ve increased capacity and functionality two times — the first time after the initial Crushin’ It release and the second time after the release of Blueberry Lemon Crushin’ It in July. Yet, upon the double release of Watermelon Wheat and Strawberry Sunset last week, we realized that we needed still more capacity. So, we’ve increased the functionality of the website for a third time while also making some structural changes that we thought would alleviate most — if not all — of the traffic woes.
It didn’t. We apologize.
We’re doing what we can to stay ahead of the game, but the enthusiasm of our fans never fails to impress us.
We had a few other changes that we thought would help, such as allocating a certain number of cases for online sales and reserving another allotment for in-person sales the day-of.
We had a number of disappointed visitors to the Tasting Room during the last release of Blueberry Crushin’ It, and for good reason. We sold out of this beer so quickly after we opened because we’d sold so many online.
We’re genuinely sorry that happened. We hate to see people make a two-, three-hour drive to the brewery and leave empty-handed and disappointed. We can’t guarantee that we won’t sell out before your place in line, but we expected that separating inventory will definitely help with that.
We’d also decided to add purchase limits to major beer releases, including for this release of Blueberry Lemon Crushin’ It. This will allow more people to get the beer that they want. And, if we don’t sell out the weekend of the release, we’ll likely lift the limit restrictions.
We’re also no longer going to hold your beer order indefinitely. If your order isn’t picked up within 48 hours of your order, we’ll be refunding your purchase and releasing those beers for sale. We simply don’t have the room at the Tasting Room to hold onto orders for longer than that — we need the room for the next Tasting Room-Only release.
So, with all of that in mind, this is what you need to know for this weekend’s release of Blueberry Lemon Crushin’ It:
- This is a case-run of approximately 300
- Approximately 130 cases were sold before we pulled Blueberry Lemon Crushin’ It from the website last night, leaving about 170 available at the Brewtique
- If we are sold out online, that doesn’t mean we’re completely sold out. There will still be beer available in-store on Friday.
- However, if history is any kind of a guide, we will sell out of this beer this weekend.
- There is a ONE-CASE limit — that’s 4 six-packs
- It’s $14.99 + tax per six-pack
- If you’ve placed an order online, you must pick up your order within 48 hours of placing it
- Don’t refresh your page
Again, we’re so very sorry about all of this. We hate to see our loyal fans disappointed.
And we vow to do better in the future.