Brickway Brewery & Distillery is making some noise in Omaha, Neb. Before we get to the promotion referenced in the headline, first hear this great story to understand that owner and brewer Zac Triemert is a pioneer. He looked around his state and saw lots of corn. He then looked at local laws and saw that distilling had been banned in the state since Prohibition. Seems unfortunate, right? Is there anything to be done? Well, according to this excellent feature in the Washington Times, Triemert wrote a bill himself that would allow distilling, took it to the legislature, talked to everyone about it and got it passed with few dissenting voices.
Yes. We are serious. From the Washington Times:
“Every [state lawmaker] I spoke to said it was a great idea,” Mr. Triemert told The Washington Times recently, adding that many legislators even asked him, “Why has no one done this before?”
On to the promotion. Now, maybe this isn’t new. We’re not promotion historians. Maybe somewhere else among the 4,000+ breweries that exist a handful of them have done something similar. This is the first we’ve heard of this promotion, and Triemert is calling it “Beer Amnesty” for crappy beers:
Residents of Nebraska’s largest city are invited to bring in their less desirable offerings — typically leftover from friends — and trade up for Brickway beer, no questions asked.
Brilliant. Bottom line: Zac Triemert is the best.