As if having the best offense in the NFL going up against the best defense in the NFL was not enough, the stakes have just been raised for Super Bowl LI. That’s right, we have a good old fashioned Beer Bowl. Samuel Adams Brewery got in a Twitter spat with Atlanta’s SweetWater Brewery, which led to a Super Bowl bet.
Like all great battles between the northeastern United States and the Deep South, it was admittedly a war of Southern aggression. It all started when a convenience store in metro Atlanta pulled all of Boston-based Samuel Adams’ beer off its shelves until after the Super Bowl.
SweetWater then tweeted the news story at Sam Adams Brewery’s Twitter account, asking if they felt “deflated,” to which Sam Adams replied that SweetWater “Belichick [itself].” It’s a pretty entertaining thread, actually, culminating in a back and forth of proposed bets ranging from trading brewers to be interns for a day to loser wears the winner’s team colors. Sam Adams, being a public company, was understandably more conservative with its suggestions, while the privately owned SweetWater was throwing haymakers. Taking the other company’s brewer as an intern for a day is way to quickly zero to sixty. I love capitalism.
The two companies finally settled on an appropriate bet for something as big as the Super Bowl. The loser has to name a beer after the winning team, and naturally each company targeted its competitor’s trademark product — SweetWater’s 420 [New England Patriots] Extra Pale Ale and Sam Adams’ Boston [Dirty Bird] Lager. As a consumer, I’d prefer they have to develop a whole new beer for the winner, but I guess name changing is more cost effective. In any event, it’ll be interesting to see who wins and if the loser actually pays up. I know Atlanta is pumped, and we’ve got Luda, TI, AND Outkast. And since we’ve only been to the Super Bowl once before, we’ve got nothing to lose, and I’ll sure as hell be drinking a 420 on game day. .
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