Hard core fans drinking beer at a sporting event is nothing new. So branding your beer for a certain sport only makes sense. At the ball game, drink an “Ice Cold Beer” from Left Field. When the Leafs are on the ice pop the top on a “Get the Puck Out of Here” by Game Time. After a long day of cycling cool off with a “Breakaway” from Fixed Gear. These are aimed at the fans, or the participant after participating.
Here’s where the marketing genius comes in. How about appealing to the fans while watching, and the participants after, and the participants while participating too! Everyone drinking all the time! Before, during, after. What kind of crazy sport would that be you ask, and rightfully so. Golf and curling of course. Triple Bogey Brewing Co has done just that. A Triple Bogey beer line for the golfer on and off the course,* and now a Hurry Hard amber for the curler on and off the ice. Stuck in the rough or between a curling rock and hard place, it’s time to hurry hard to the bar for can of curler’s craft.
Look, I’m no good at golf or curling, but I do love me an amber. So I poured hard with this amber lager, looking forward to one of my fav genres. A dark amber clear, despite the hurry hard pour no hurry hard head? Smells mainly caramel sweet, some malt in there somewhere. And the much anticipated and usually beloved amber taste? Very sweet, very thin mouthfeel, where’s my malt? Root beer without the fizz. Root beer beer. I even checked the packing date on this one to make sure I didn’t get an out of date dud.
Hey, I’m a caramel fan, you old smoothy, but this seems to be trying a bit too hurry hard to be amber and the beer part is missing in action. Too much watery, too much sweet not enough malty. They missed the button on this one. For a nice curling themed amber “On the Button” by Gateway City is right on the button.
The beer marketing mavens are good at getting you to try something, but it’s what’s in the can that keeps you coming back. Triple Bogey lager is a great beer, but this Hurry Hard didn’t get past the hack line. Maybe they should stick to golf.
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