This beer makes it onto my list this year for two reasons. The first is that it is, in fact, a very good beer. The second is that they have a marketing gimmick that I totally fell for and I don’t even care.
I don’t want you to think that Full Sail is some sort of terrible company that is constantly hard marketing to its customers, because it isn’t. So first, let’s talk about the main reason this beer is #6 on my Christmas list.
Wassail is Full Sail’s annual holiday release, and I have now had it three years running. I always though it was a pretty great choice as far as holiday seasonals go, but I think the 2013 release might be my favorite so far.
Ringing in at 7.2% abv, this winter beer is surprisingly light. The flavors carry a hint of holiday spices alongside a warm malty flavor. There is even a hint of chocolate in there. It’s really easy to drink, which can be a difficult thing to find among the selection of winter beers out there nowadays.
On top of this, Full Sail did something brilliant this year. It’s marketing at its finest, but it’s so cool/fun that I’m not even sure this was a marketing idea so much as something “fun to do!”
On the underside of each bottle cap is a number followed by a phrase. For example: “12 brewers brewing.” I bet you can already guess where this is going.
In the six pack I purchased I ended up with four variations of these phrases:
I was so excited that I was fully prepared to keep buying more six packs of Wassail until I had collected every single one. I probably would have done exactly that were it not for all the other winter beers I’ve been trying to drink over the past few weeks. Man, I live a tough life.
And so, dear friends, that is why I love Full Sail Wassail. Somehow, ever so cleverly, they made me want to just keep buying their beer, and it wasn’t even 100% for the beer itself. Brilliant. Props, Full Sail. That’s a marketing job well done.