Stay Classy, Kansas City.

Check out the letter below from Boulevard to all Kansas City beer lovers seeking the recent Chocolate Ale release. You have spoken and Boulevard has heard. This is a great thing...and shows a great partnership between the brewery and its faithful followers. If Boulevard is willing to keep pushing the envelope of brewing, we'll be there to enjoy the many creations. Thanks, Boulevard.

February 14, 2011

Dear Friends,

Holy cow, did we ever misjudge your feelings towards chocolate in beer. Before the Chocolate Ale storm hit, it was to us just another in a series of Smokestack seasonal and limited release offerings, a fun collaboration with local chocolatier Christopher Elbow. We packaged the same amount of Chocolate Ale as we had those previous Smokestack releases, roughly 19,200 bottles and 350 1/6 barrel (5.2 gallon) kegs.

You might say that the response to the beer took us by surprise, but that wouldn’t do it justice. No, we were blown away by the overwhelming reaction to Chocolate Ale, especially in Kansas City. We’re still not entirely sure how or why it happened. Maybe it was just a bunch of things coming together:  a tasty and intriguing beer; a strong local connection; a gradual but steadily building buzz as we waited (and waited, and waited some more) for Federal label approval; the just-before-Valentine’s Day release, when we finally got the go-ahead from the government; and finally, the impact of social networks fueling demand in real time.

However or why-ever it happened, it was a tempest that left most everyone — from brewery staff, to distributors, to retailers, to you, our loyal customers — confused and frustrated. It’s probably not much consolation, but the brewery's 90+ employees encountered the same challenges trying to find Chocolate Ale, since we don’t hold back any limited release beers. Most were, like so many of our customers, unsuccessful. We will learn from this experience and, we hope, better anticipate demand of future releases.

To those of you who searched in vain and were unable to find a bottle or pour, please accept our sincere apologies.  

Chocolate Ale was going to be just a one-time, one-off release. But due to the overwhelming feedback we've received, and after much internal discussion and debate, we’re pleased to announce 

that it will be back for next Valentine’s Day.

We appreciate your understanding, and thank you for your continued support.

Your Friends at Boulevard Brewing Company

Sugar Crash!

Going, Going, Gone. At least in my area. If you haven't secured your necessary allotment of Boulevard's latest release, you may be fresh out of luck. Boulevard's Chocolate Ale hit local shelves today and, according to all my local spots, sold out in a few hours. Around 1pm, my brother-in-law called from Portland to have me grab him a bottle for my brew trip to his neck of the woods this weekend. I figured if word of this local concoction could create a buzz in the micro brew capital of the northwest, I better get my butt in gear. I left work early to nab my few bottles (sorry if you're reading this, boss). Given this is a limited, one-time collaboration brew with local chocolatier Christopher Elbow, there was a maximum of two bottles per customer. Hy-Vee Wine & Spirits on State Line decided to take that down to one bottle per person. BOO!! I decided to exploit the process a few hours later and hit a few more stores to get a reserve selection of the Chocolate Ale aging in my cellar. No dice. I visited three local spots and called three others, and they were all fresh out. Lucky for Portland and my partner in crime, Yum! Beer, I just may have a bottle for them...but only if they share.


Imbibilicious, out.