Within the musical medium, a seemingly small and finite number of keys give way to infinite possibilities based entirely on the instrument of choice, interpretation, creativity and personality of each individual artist. Some channel their breath and energies into woodwinds, while others tickle the ivories or establish rhythmic foundations using drums and percussion. The Fiddler opts for cat-gut strings and a well-rosined bow, neither of which are ever out of his nimble fingers’ reach. To enter the public eye is to face inescapable propositioning from his adoring public. Oft are the occasions when fans rise to their feet at The Fiddler’s arrival, using pleading applause to petition him for an impromptu rendition of one of his sweet melodies. A gifted musician with a generous soul, he obliges as often as possible.
You’ll find her straddling the line between Belgium and the Czech Republic, wearing little more than a grin. She’s not smiling because she just fooled you into believing the aforementioned countries share a border (though that was rather amusing). The Harlot’s upturned lips and dimpled cheeks merely complete the come-hither guise she’s painted on for the evening. She is filled with an insatiable thirst and she’s not leaving until its quenched. But first she must identify another whose hunger for unadulterated pleasure is as great as hers. It’s no easy feat, but the next carousel rider at her nightly carnival of the flesh shall not be disappointed. This fiery dynamo has a great deal to offer; attributes that go far beyond what’s visible at first glance.
You roll along, taking in scenes of uncharted territory while basking in the splendorous freedom of the open road. You have four wheels, a full tank of petrol and not a care in the world. The world is your oyster…or so you mistakenly think. In truth, this particular section of the world belongs to another—The Highwayman. He’s made the tarred narrow swath bisecting these otherwise deserted expanses his own, not by deed or contract, but by sheer force of will. Without a lawman for miles, this strategic hijacker is a self-appointed judge, jury and executioner…if it comes to that. He prefers to merely brandish his club, but the notches inflicted upon it by the skulls of those who would defy The Highwayman’s will are proof that it’s far more than a motivating prop.
It’s impossible to lay gaze upon The Miser’s wealth of treasures and avoid succumbing to petty jealousy. He has it all, and he has it all on everybody else. But is he happy? Of course he is. He has everything, and your envy is the very proof that material things matter as much as they do. Otherwise, why would he eschew basic gestures of generosity despite having far more than he could ever need? Like all of us, The Miser has chosen what’s important in life, and what means the most to him is stuff, and the accumulation of it. Yes, he has it all…and he intends to keep every bit of it for himself.
He watches the world like a bloated vulture atop an ivory tower awaiting the expiration of the wretched and the damned. For most, life is a journey versus a destination, but his entire life has been about reaching the lofty space he occupies. His personal voyage is over. Now he’s a fixture on a nearly astral plane of governance where the haves rule the have-nots. To get there, he painted on an uncharacteristically pleasant public-facing persona to garner ballots bearing his name. The road to his enviable place in the political hierarchy was paved with those slips of electoral parchment; so seemingly small and insignificant alone, yet so powerful when lumped together to convey majority-rule. But long gone are his days of groveling to curry the favor of the unwashed masses. A clever politico knows such tactics are only necessary the first time around. The Highbinder now employs more efficient, foolproof tactics for ensuring reelection and acceleration of his agenda.
Some journey the world in search of that special someone; a soul-mate for which they are perfectly suited to spend eternity. The Bachelor observes this behavior—he can even find the nobility and normalcy in it—but for him, monogamy is simply too cruel a rule. This free-wheeling gadabout sees the fairer half of this spinning orb’s populace as a nearly endless source of pleasure. Were it possible, he’d have his way with all of them, but knowing his earthly and biologic limitations, he employs a more selective, fastidious approach that’s as frequent as it is fleeting, hand-selecting conquests, one after the other, unimpeded by the concept of forever. It’s always a one-time thing. There will be no repeat-performances. It’s going to be what it’s going to be, but it’s also going to be a thorough exploration that touches on all the senses.
There you are, perched atop a barstool, perusing the beer-board, when suddenly you pick up the silhouette of a foreboding figure in your periphery. Though unassuming in most ways, this individual demands your attention—not by might or even with words—but by his mere presence. He stands at the doorway for a moment, surveying the place’s inhabitants, assessing…always assessing. For this is his business, assessment and, of course, collection. Though gaunt as a specter, his right forearm is surprisingly meaty, for it does the literal heavy-lifting. Dangling from the end of that appendage is an empty satchel, but it won’t be empty for long. The Exciseman has come to claim his due and he won’t be leaving until he’s been made whole.
The results of our 2016 Holiday Food Drive are in and, thanks to all of our amazing, passionate, generous fans, we were able to collect a whopping 23,153 pounds of donations for the Jacobs & Cushman San Diego Food Bank. We did not stutter (or ham-hand it on the keyboard)…we really raised more than 11½ tons of canned meats, soups, fruits, vegetables, dried goods and more, which the Food Bank says equals 19,294 meals for families in need throughout San Diego County. We expected this to go well, but honestly, we’re floored with how you all came out in force to better the lives of all of our neighbors.
This was our fourth year holding this drive. The first year, we counted ourselves lucky to collect the 263 pounds we handed over to the Food Bank. When we more than doubled that with 633 pounds the next year, we were overjoyed with the increase. And last year, when we got all the way to 4,972 pounds, we thought we’d hit the ceiling for this thing. But success like that encouraged us to challenge ourselves to push this thing further, and as we brainstormed it quickly became clear that, as with most things here at Societe, beer would be the catalyst for maximized goodness. Enter, The Urchin…
Aged multiple years in oak before being blended into its balanced, fruity, tannic final form and bottled in 500-milliliter bottles, it went up for sale in our tasting room the day the food-drive began…for $50! Initial (and completely understandable) sticker-shock was instantly erased by the alternative offer we issued to customers, telling them that if they brought in 50 pounds of food (something that could be done for as little as $15 depending on where one shopped) we would sell them a bottle of The Urchin for just $5 (which is $15 less than our standard Feral beer price of $20). For the non-mathematicians out there (ourselves included…thank Gambrinus for smart-phone calculators), that equates to a wash. We sold 323 bottles of the beer, so The Urchin was responsible for roughly two-thirds of our total donations.
Happy Holidays… From our “Family,” to yours…
Don’t forget that we rock and roll with special hours these next two weeks, don’t show up to the in-laws without awesome beer. Plan accordingly for your celebrations:
- Thursday, December 24: Christmas Eve – 12pm – 4pm for regular service; 4pm – 5pm for growler fills only.
- Friday, December 25: Christmas – CLOSED … Deck the Halls with awesome San Diego beer.
- Thursday, December 31: New Year’s Eve – 12pm – 4pm for regular service; 4pm – 5pm for growler fills only.
- Friday, January 1: New Year’s Day – CLOSED … 20-freakin-16.
- Saturday, January 2: Resolution Breaker’s Party – 12pm – 10pm … That didn’t last long.
Thanks for the support throughout another great year. Cheers.
Societe Brewing Company’s annual food drive is back this holiday season, working again in conjunction with The Jacobs & Cushman San Diego Food Bank.
Our in-house food drive starts on Friday, November 27 and runs through Thursday, December 24. That’s an entire month for you to come into the brewery and drop off non-perishable food items in order to help out those in need. We had a ton of fun last year and we brought in a lot of food donations, so we are going to go ahead and incentivize you to do the same again this year. To help thank you for your generosity, we are offering $1 off the price of full pours of our beer for the duration of the food drive for anyone (21 years or older, with valid identification) who brings in a food item from the food bank’s list of “Most Needed Food Items.” That’s right, all donors receive $1 off of full pours on the day of their donation. The Most Needed Food Items list includes what y’all might expect, items like:
- Canned Meat & Tuna
- Canned Soups
- Canned Fruits & Vegetables
- Canned Beans
- Dry Cereal
- Mac & Cheese
- Infant Formula
- Peanut Butter (Skippy!)
- Powdered Milk
Just like last year, in addition to the $1 off, individual daily reward for a donation, we are setting some communal goals that we want to nail down as a brewery.
- If y’all bring in 400lbs of food total, we’ll offer 20% off of all merchandise for the duration of the food drive. That’s 20% off the price of growlers, glassware, and apparel.
- If y’all bring in 800lbs of food together, we will bring back the anniversary glassware special. Yep, for the duration of the food drive (through December 24), we will be offer $1 pours of any beer in your First anniversary glassware. Bring back in your Second anniversary glass, and get $2 pours. And bring back in your Third anniversary glasses and get $3 pours of any beer. We may even have some Societe Three glasses kicking around for you to purchase if you missed out on picking yours up this past June. This is a great promotion, and we’re excited to bring it back and we hope to see a lot of anniversary glassware coming back into the brewery.
- If y’all bring in 1,200lbs of food collectively, we will run the anniversary glassware special through the entire month of January. This means $1, $2, and $3 pours for the entire first month of 2016. Killer deal.
- If y’all bring in 100,000lbs of food, well, the entire Societe crew will shave our beards. This includes Travis. Yes, Travis…
And if these community goals weren’t enough, we are going to be hanging up a scoreboard with the list of the top individual donors. The top six folks who have brought in the most food will go up on the scoreboard list, and the top three people will receive an on-going 50% off beer discount throughout the food drive. This means, if you have brought in the most food items (by weight), you will get half-off of your tab each and every day.
At the end of the food drive, the top three donors also get some special prizes. Trust us, you really want to bring in some food to donate. These prizes are:
- 1st Place: a reserved parking spot in our lot and a reserved bar stool in our Tasting Room. Plus, you get to go to lunch with Doug and Travis. You also keep your 50% off beer discount throughout the whole month of January.
- 2nd Place: a reserved bar stool in our Tasting Room plus your 50% off of beer discount through January.
- 3rd Place: a big hug and your 50% off beer discount throughout the whole month of January.
Whew… There you have it folks. The high and the low down of this year’s holiday food drive. Let’s rock and roll. Thanks for your support, have an awesome holiday season and help make it brighter for those in need.
Cheers, from Team Societe.