Today I put in a lot of time doing grunt work at the brewery.  In the midst of schlepping around kegs, a good friend sent me a message informing me that he had just tasted Three Floyds Dark Lord Russian Imperial Stout. 

Basically, Dark Lord is a shining example of the profound effect the Internet has on the beer community.  The beer is supposedly amazing, but since it is only sold on one day—a day that has basically become a beer geek holiday—it’s reputation has grown tremendously. 

I asked my buddy if the beer was as tasty as everyone made it out to be, or if 3 Floyds is just home to some of the best suds marketers in the craft beer market. 

His answer: a bit of both.

When I finally arrived home from work I found a link in my in-box about C. Dean Metropoulos, the new owner of Pabst Blue Ribbon.  The investor and his sons have a successful history with remaking brand images so I’m interested in seeing how they do with PBR.  Perhaps some other junk beer will become the drink of choice for scensters everywhere.