Jim Koch wants to plan your wedding

Marriage season is upon us, so let’s take a second to review some famous ruminations on tying the knot:

“Marriage is popular because it combines the maximum of temptation with the maximum of opportunity.” –George Bernard Shaw

“Love and marriage go together like a horse and carriage.” –Frank Sinatra

“It’s slightly opaque, if not completely unfathomable, and the aroma is floral, sweet and spicy. It starts out simple: malty, yeast character, a little hop bitterness, and it just gets more complicated the longer you enjoy it.” –Jim Koch

OK, that last one isn’t famous but it is a tongue-in-cheek analogy by craft beer’s favorite father figure Jim Koch. He’s talking about Boston Beer’s forthcoming release Brewlywed Ale, a Belgian-style golden ale out later this month. If you’re drowning in a sea of unfinished wedding plans, consider this beer a temporary life preserver.

On July 26, the brewery will stage an event unlike anything I’ve ever seen: A wedding-themed beer release party. What does this mean, exactly? Well, dudes, prepare to spend the entire day talking about wedding stuff with your fiancé, at the Boston brewery. On top of the beer release (all 500 cases of the batch will be available for purchase exclusively at the event; the first 50 will be signed by Koch) you’ll have the pleasure of doing the following:

* Discuss wedding menu beer pairings with Samuel Adams brewers and local food businesses.

* Ask TheKnot.com’s editor-in-chief Carley Roney your most pressing wedding questions.

* Enter a raffle for a chance to have the brewery pick up your rehearsal dinner tab (up to $1,000).

* Take a few snapshots at the wedding photo booth.

* Actually get married at the brewery by a Justice of the Peace (providing you’ve secured your marriage license).

Considering the amount of minutia that ends up dominating wedding planning, I’d say this event sounds like a breath of fresh air. Although it’s geared toward the engaged, the married and the wedding-obsessed, the event does not exclude lonely, miserable singles from attending (but prepare to be judged).

So, what do you think the coupled vs. single beer-geek ratio will be?


Posted on Monday, July 16th, 2012
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