One of the best things about the modern internet age is the freedom for anyone to type, tweet or post something petty. In the era of the niche, the ripple effects of a small, biting remark can reach far and wide. Case in point? Sweetwater Brewing’s Patriots Pale Ale.
A little back story: Prior to this year’s Super Bowl (between the Atlanta Falcons and the New England Patriots), the Atlanta-based Sweetwater made a bet with the famed Boston Brewing Company, Sam Adams. If the Falcons won, Sam Adams Brewery was charged with creating a “Dirty Bird” beer. But if the Patriots won (which they did), Sweetwater would have to make the PPA.
Seems simple enough. Fun all around, right?
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But then the actual game happened. The result was heart breaking for Atlanta fans, to say the least. The team was up 28-3. National fans watching the game thought it was over (and boring) and Atlanta fans were about to celebrate the city’s second major sports championship (hello, Atlanta Braves!) and the Patriots would wallow in defeat on TV for all to see and forgo the meeting between Patriots’ quarterback, Tom Brady, and NFL Commissioner, Roger Goodell, who suspended Brady for the first four games this season rather unjustly.
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But then the Patriots came back. And kept coming back. Miraculously. And they beat the Falcons and the Year Of Atlanta that almost was, wasn’t. Not only was the bet lost, the collective stomach of Atlanta fans was kicked in.
So what did Sweetwater Brewing do to honor their bet? If a picture is worth a thousand words, let’s just take a look at the photo they tweeted out:
it’s the bet that keeps coming back to bite us in the ass @SamuelAdamsBeer. We have 100 of these god awful cans at tours for souvenir beer pic.twitter.com/hWNkJtBihQ
— SweetWater Brewery (@sweetwaterbrew) February 15, 2017
Ain’t it beautiful? To rub in the loss, the brewery sold out of the beer in record time, which makes it hard for Sweetwater to stop talking about the Patriots beer they hated making in the first place.
cans are 100% gone and there won’t be any more. Please stop calling poor Whitney and asking her to ship you some. https://t.co/xkJfKGA2AO
— SweetWater Brewery (@sweetwaterbrew) February 16, 2017
No we still don’t have any Patriot Pale Ale cans but we DO have 2 tix to our sold out 20th Anniversary Party up for grabs at tonight’s tour
— SweetWater Brewery (@sweetwaterbrew) February 16, 2017
At least making a sold-out beer is a win. Right?
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