Some companies are incredibly savvy at generating buzz around their products. My heart starts pumping faster whenever I hear a mention of a new movie in the Lord of the Rings/Hobbit series. And there is absolutely no denying that Apple sets the bar with their ability to stoke our innermost desire for their latest gadgets.
Over-hyped products can be a dangerous thing, though. My beloved Peter Jackson got hit hard by the poor reception to the release of The Hobbit. Even more surprising (although barely remembered now), Apple has also suffered from products not meeting hyped-up expectations (iPods with almost 30% failure rates? That level of unreliability would kill most companies - fortunately for all of us, Apple is not most companies).
And then there are small, local companies...trying to make their mark without Peter Jackson or Steve Jobs at the helm. And without multi-million dollar advertising budgets. There are many that have succeeded...building loyal followings and expanding their empires through word of mouth and grass roots movements. Think Starbucks. But the hype cycle can be cruel to anyone...read Consumer Reports' evaluation of Starbucks' coffee (hint: they liked McDonald's version better).
Which brings me to a tiny brewery called The Alchemist. They're mantra is - "We are currently focused on brewing one beer perfectly – Heady Topper, an American Double IPA." It's widely considered one of the best beers in America, although most beer drinkers have never even tried it (their limited distribution means that you can't really find it outside of the East Coast). Thanks to an ex-roommate and like-minded beer nerd (@adamcohen), I came into possession of a few cans of the rare brew.
So why am I talking about a Double IPA from a little known brewery in nowhere Vermont? For no other reason than the hype cycle has reached a fever pitch for me. I've heard legends about the beer but could never get my paws on it. Would it live up to the hype? Or would it follow the path of The Hobbit (sorry, Peter...I did enjoy your movie, which was beautifully done in many respects).
Removing the beer can from the fridge, I notice that it's cold, but not frigid, to the touch. Perfect. I read the copy printed on the packaging, renewing my sense of the brewery's personality. Smirking at their dedication to only using cans, I fumble with the tab...getting it open on the second try. Taking a whiff, I realize that smelling a beer straight from the can is a bit awkward. Not getting distracted, I take my first sip. Bliss.
It's up there with the best. Perhaps in a follow up post, I'll do a Pliny vs. Heady comparison (spoiler alert: west coast wins). In the meantime, I'm going to enjoy both the beer and the satisfaction of experiencing a product that truly lives up to the hype.