In early 2010 the good folks around the Schlafly office started brainstorming fun ideas to help celebrate our forthcoming 20th anniversary. We knew we wanted to kick our annual December 26th anniversary parties up a notch for both ‘10 and ‘11 and this was also around the time when the concept for the Anniversary 750ml Beer Series came together. We also knew we wanted to have some unique anniversary bottle caps created to mark the occasion.
This sounds simple enough and in fact, it pretty much was, except for one thing. We had our 20th anniversary logo ready to go and just as we were about to pull the trigger on ordering the new caps, our supplier threw us a curveball. They asked us if we wanted to print anything on the underside of the caps…at no extra charge. And not only just any one thing, but we could print upwards of 400 different things…any things…on the underside of our new caps.
Folks, sometimes life presents you with an opportunity and you just know exactly what you need to do in order to make the most of it. This was not one of those times.
There was certainly a lot of discussion around the office about what to do. Everything was suggested from printing various toasts from around the world (cheers, salud, slainte, prost) to printing the names of our employees (weird!), to creating a contest. Nothing really seemed to work and we didn’t have much time to make a decision, so we decided to simply take the opportunity to say thank you and give a shout out to all of the bars, restaurants, liquor, grocery and specialty stores that have supported us over the years by selling Schlafly Beer.
The reality is, Schlafly Beer doesn’t even get to celebrate a 20th anniversary if it weren’t for our partners out there so this just seemed like a really appropriate solution to our problem. I’m not forgetting about or downplaying the role of the support of our Schlafly beer drinkers, but seriously…your names aren’t all fitting on our bottle caps!
So, that’s the deal with our 20th anniversary bottle caps. The intersections and corresponding zip codes printed on the underside of our caps simply represent places that sell Schlafly Beer.
That is not, however, the end of the story. You see, remember before when I said that sometimes life presents you with an opportunity and you just know exactly what you need to do in order to make the most of it? Well, that may not have applied to all of our bottle caps…but it definitely applied to one of them. Of the 423 unique bottle caps (collect them all!) created for our 20th anniversary, 422 are intersections and zip codes…one is a disembodied Tom Schlafly Head!
That’s right folks, every time you drink a bottle of Schlafly Beer; you have a 1 in 423 chance of getting a Tom Schlafly Head! Now that’s a collector’s item. Even better, Tom didn’t know we did this until the caps were already in circulation. Tom, if you’re reading this, I apologize…and Dan said it was ok.
Finally, while we aren’t running a contest based around these bottle caps, we’re definitely not opposed to it. So, if you have an amazing idea for a contest to run with our 20th Anniversary bottle caps (and no, we can’t give away free beer, that’s alcohol industry no-no), feel free to shoot me an email and let me know. If we end up using it, all your friends and family will think you’re awesome.