Tröegs Nugget Nectar was a beer that initially underwhelmed me, but which has only grown in my estimation ever since. It’s a little strange that an Imperial Red Ale has such a following, but it’s a tasty seasonal release. When Tröegs decided to capitalize on the success of that beer to create Double Nugget Nectar, they clearly struck a nerve.
A Tale of Two Release SNAFUs
I don’t want to dwell on this, but I guess I should, because the Double Nugget Nectar release was a funky clusterfuck. First, they posted the wrong date for the online pre-sale (it was corrected, but tons of people still saw the original bad info), and even then, the initial allocation sold out quickly.
They recognized their errors, posted an apology, and emphasized that everyone still had an opportunity to order online or purchase in person on the day of the release. Thus the next big problem revealed itself. They insisted that the release would have no limits. As a result? The online allocation sold out in less than a minute, leaving tons of stranded shopping carts for people who took a few extra seconds to enter their credit card information.
A line formed at the brewery hours before opening, making for a nice pandemic super-spreader opportunity, and it appears the remaining stocks sold out quickly. Many people in line were shut out, not to mention the people who work for a living and weren’t able to take the day off.
It’s pretty easy to come down hard on Tröegs for this, but there are a lot of extenuating circumstances here.
- I like Tröegs and all, but this is not a line-life brewery. The last time I remember people getting this jazzed for a Tröegs release was, like, a decade ago for one of those splinter releases.
- Sure, Tröegs strongly pushed Double Nugget Nectar on social media, but it’s not like they don’t do the same for lots of other beers.
- Even swanky barrel aged releases of recent years, like BA Impending Descent or BA Flying Mouflan as a Black Friday release haven’t been like this. I went to these releases a couple of times, but they were pretty easy-going affairs. They did healthy business, to be sure, and parking was a pain, but it wasn’t a “wait in line in the freezing cold for 4 hours” type situation.
- Least we forget, we’re talking about an amped up version of an Imperial Red Ale here. One that has a strong local following, for sure, but which also tends to baffle outsiders. It’s not even hazy or “juicy”; it hews much closer to a malty west-coast DIPA than anything else. This is emphatically not a trendy style.
- In their apology for the release (uh, the second apology), Tröegs mentioned that they thought the beer would last for “a week or two.” Given the above, that’s not entirely unreasonable. They have clearly recognized their mistakes here, and the apology was a good one.
- I’m no secondary market expert, but it’s not like I saw people selling this all over the place for a ridiculous markup. I checked a few Facebook groups and websites and found barely anyone talking about it, let alone trying to gouge prices.
Of course, you could convincingly argue that the pre-sale snafu should have been a major tipoff that there was much more interest in this release than expected, and the decision to not put a limit on sales seems outright foolish when you can see how many people are in line.
Despite their social media posts, they could have read the room, called an audible, and put a limit on the release when they saw the line forming hours before opening. For what it’s worth, they claim that the average order was two 4 packs… but I’ve seen plenty of tales of people carting three cases out to their car, which is a bit obnoxious.
All of which is to say that this release didn’t go well, but I do sympathize with Tröegs on this one. It’s late enough in the beer game that they should know better, but on the other hand, they’re not exactly the most hyped brewery in the world. They seem to have learned their lesson, and I fully expect Double Nugget to return next year, in a much more accessible way.
But what about the beer?
As mentioned above, it’s basically a hoppy imperial red ale. Clocking in at 9.5% ABV (a solid 2% higher than regular Nugget Nectar), it features ample amounts of Simcoe, Azacca, Columbus, and of course, Nugget hops. Balancing that out is a hefty malt bill featuring Munich and Vienna malts along with base Pilsner malt. Once again, probably not the trendiest offering out there, but rarity and hype are certainly a thing that drives a release like this… Let’s take a closer look:
Tröegs Double Nugget Nectar – Pours a clear orange amber color with a finger or two of dense, fluffy head. Smells nice, sugary sweet malt with citrus and tons of dank, resinous pine. Taste starts off with a solid sweetness and strong malt backbone, with the citrus and pine hop character pitching in towards the middle, and a well balanced bitterness towards the finish. Mouthfeel is medium to full bodied, tightly carbonated, some pleasant warming booze, but it’s actually pretty nimble for the ABV. Overall, it’s very good and it’s retained the trademark balance of malt and hops in regular Nugget Nectar, which is actually pretty impressive. A-
Beer Nerd Details: 9.5% ABV canned (16 ounce pounder). Drank out of a tulip glass on 1/23/21. Canned on 1/19/21. Freshest by: 05/19/2021.
Many thanks to Kaedrin friend and great American Danur for securing my little allotment. I’m trying to pay it forward, and I suspect we’ll see more of this stuff next year…