This morning, Huddersfield’s Magic Rock made Un-Human Cannonball, their
12% 11% ‘Triple IPA’, available for purchase. It sold out online within 20 minutes.
The last week has seen a constant buzz from beer geeks, trigger fingers twitching over mouse buttons, desperate to get their hands on this limited edition, once-a-year speciality. Though we’ve generally been very impressed by Magic Rock’s beer, we refused to play.
Beer, we’re beginning to think, ought to be a repeatable experience. That’s one reason we prefer St Bernardus Abt 12 to Westvleteren 12, and probably why our ‘cellar’ is full of ‘special’ beers we never seem to get round to drinking.
And, anyway, how good can this particular beer actually be?
For all our aloofness, though, when the starter’s gun sounded, we did, for a brief moment, feel the urge to join the race — to avoid being ‘left behind’ and place ourselves among the raptured:
Right then. Successful Un-Human Cannonball purchasers. Who's up for a Twitter drinking event?
— Beer O'Clock Show (@BeerOClockShow) April 10, 2014
The fact is, this kind of marketing event just works. If we ran a brewery, we’d be doing exactly the same.
If you’re in Manchester or London and want another shot at getting your hands on UHC, there are launch events taking place this evening at the Port Street Beer House and Craft Beer Company (Islington) respectively. Good luck!