If you are not already familiar with the Three Floyds Brewery, well, you should be. The three Floyds in a unique Craft Brewery in Munster Indiana whose beers are captivating the hearts and palates of every beer lover who can get their grips on one of these amazing beers. I can’t even begin to talk about the Floyds though, whats really astonishing right now is the amount of traffic that they have had to their site, blog, and twitter for people trying to buy tickets to Dark Lord Day (which is not until April 24th!).
Each Year in April The Three Floys Release a Russian Imperial Stout called the Dark Lord; it is brewed with coffee, Mexican vanilla, and Indian sugar and I’m sure some very potent malts. It is also among the highest rated Imperial Stouts, and any sort of beer on site like Beer Advocate (no. 4) and Rate Beer (no. 3). The brewery themselves describe it as “demonic”. Awesome. I do love their enthusiasm. And it it everyone else’s enthusiasm that caused their site to go down within one hour of tickets being release for Dark Lord Day, the one day of the year when this beer is available.
The Three Floys Ordering site had 50,423 hits, DarkLordDay.com had 16,963 unique visitors, and 3floys.com had 12,542! All within that first hour! Any time I meet beer enthusiasts at beer events all across the U.S. and even in Canada, they always ask me if I have been to Dark Lord Day yet. And the ones who have, always tell me to GO! I’ve unfortunately not had the privilege of getting one of these tickets or trying the Dark Lord, but when I do, you can be sure it will be on here!
For more specific information on what exactly happened 4:25am when tickets went on sale, check beernews.org‘s detailed recollection of it all.