Consumers will have four weeks to locate and “enjoy” this special release before the official deadline of, you guessed it, September 21, 2012. Any beer left in the market after this point will be pulled from shelves and returned to the distributors.
I think this is very cool. Not only does it touch on my issues with beer not being on shelves past their prime and/or in the off season, but I hope this is a premonition of what they’re doing with Vertical Epic 12.12.12. I would love for them to come out with one last beer that everyone had to drink immediately or else it will taste like shit, forcing people who have been sitting on the whole vertical to drink up.