bottle shop

Be careful what you wish for

Once upon a time I was excited to see a Stone beer. Now I can't even be bothered to take it out of the fridge before taking a photo.

Once upon a time I was excited to see a Stone beer. Now I can’t even be bothered to take it out of the fridge before taking a photo.

Remember that time in January 2014 when the Australian beer geek community got all super excited that Stone Beer was being exported here? And it was legit beer too, not the grey import stuff.

But then Greg “my daddy gave me a half a million dollars to start the brewery” Koch came in and totally harshed everyone’s buzz. Remember that?

Remember how we all went “Huh? But those Experienceit guys said they had a deal with Stone. Now Stone says they have no deal. So is it deal or no deal? And should I do the ‘crossed arm’ gesture from the TV game show when I say that?”

And that just made us go “Huh? Did some guy at Stone just get sacked? And are we getting beer or not? Way to get our hopes up for nothing guys.”

We heard nothing for ages. Okay, it was about a year. And then came the news that Stone beers were coming our way. This time we all decided to keep quiet and not tell that Koch guy, lest he play that “internal miscommunication” card again. And so it came to pass that the beers ended up on bottle shops shelves all over the place. Even Wollongong – though that may have been because I asked them to get some.

Everyone rejoiced for a while and bought up all the Stone beers they could find. Slowly but surely, we stopped getting excited about seeing it on the shelves. “Stone? Meh, I can get that any time. That’s always here.”

Now there’s likely to be even more of a “Meh” moment, because some of the Stone beers – the IPA longneck and the Go To session IPA – are on the shelves at Dan Murphy’s. Yep, a little over a year ago you couldn’t get them in this country AT ALL. And now they’re on the shelves at Dan Murphy’s.

A year ago that would have blown quite a few minds. But now, in a case of familiarity breeds contempt, we’re so used to being able to get those beers the novelty has totally worn off.

We wanted these beers for ages. Now we’ve got them and perhaps the excitement about that acccess has disappeared.

 

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