Night Shift’s Boner and Kane’s Piñata

What to do when interest and demand overwhelm the space available? In the case of Night Shift Brewing in Everett, MA this weekend, you just let the line go down the street. You let it go so far down the street that the line ends at a different brewery, in this case Bone Up.

Now you have people queuing up for a brewery they can no longer see, but they are eyeballing another option right across the street. Naturally this resulted in continuous departures from said Night Shift line, which Bone Up was surely unprepared for as their line quickly extended to the brand new sports bar next door called Village Bar and Grill or something. At this point you might expect some of these people to say, “what the heck, beer is beer, let’s just get some now at this brand new sports bar where we don’t have to wait on line.” And you’d be right, and you can probably guess what sort of chaos ensued in their kitchen.

The Village Bar and Grill opened June 30th. This particular September Saturday they had two (2) servers for a crowd they couldn’t possibly have expected. To their credit they did a better job handling the mayhem than either of the aforementioned breweries.

275 Miles South

bag with five bottles of mexican brunch release from kane brewing

Kane Brewing, Ocean NJ faced a similar onslaught Saturday with the release of Mexican Brunch, a super limited 9% offering that had the Jersey faithful salivating in anticipation. Rather than create bad feelings and, yeah, probably fist fights with a turnout that was sure to overwhelm their facility and surrounding neighbor’s parking lots, Kane smartly opted for an online pre-sale.

Customers knew exactly when this pre-sale was set to go off. But like a piñata, no matter how closely you watch it, some people just don’t get any candy in the melee. This caused some hurt feelings and unhappy facebook posts, and much griping in various brewfan forums.

Jeff reported late Thursday:

So. Kane had a pre-sale for Mexican Brunch at noon today, 1000 allotments. Lots of crying going on in the beer world about site crashing, locals not getting fair shake, no proxies, why a five bottle limit, etc. Needless to say, I got my ticket.

kolsch glass at kane brewing, ocean njIndeed. Saturday Jeff updated that he was relaxing at Kane with a pour of Porcelain Saucers, a Kölsch-style finished with Australian hops, while he waited for his pre-sale allotment. No bloody noses, black eyes, or parking lot fender benders.

The obvious takeaways from this past weekend’s events is that there is still room for more players in the craft brewery business, and there is still a bit of a learning curve even for the best of the best in the craft brewery business. Kane seems to have figured something out, albeit with some tuning and tinkering to do. As for Night Shift? They may need another facility, again! Bottom line is they’re both making awesome beer and as problems go, overwhelming demand is a good problem to have.

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