Monday, October 3, 2011

Younglings, Yuengling, gather 'round

Today is the day you can finally go to your corner store and buy a 6-pack of Yuengling beer in Ohio.

No more special trips to that gas station just across the River. No more "fair" trade proposals for visiting friends from Pittsburgh. No more extra-large coolers for the sole purpose of stocking up on your annual vacations to the Finger Lakes. Just hop in your car and drive five miles down the road. Whenever you want. Wherever you want. You can get it on draft at the bar for dinner or buy a case for the party this weekend. Which also means...

Today is also the day Yuengling isn't cool.

Not cool like you need a koozie or frosted mug. Cool like "where did you get that?!" cool.

Don't get me wrong, I'll probably drive through Geno's on the way home tonight. My fridge will be fully stocked for poker night. And I'm sure I'll have one in hand Saturday for the game. But come December, my extended-family Christmas list will not include a 6-pack of Yuengling Black & Tan. And I won't be saving that final bottle for a special occasion. But I will be on the hunt for elusive, seasonal, Great Lakes Christmas Ale.

Which brings me to my point: Exclusivity is a rare offer today. It is something to be coveted and nurtured. Don't throw it away for expansion. Expansion that will devalue your product in the long run and leave you with nothing that distinguishes you from your competition. Embrace exclusivity. Cherish it. Promote it. Because come tomorrow, beer is beer, and you'll have nothing "special" left to offer.

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