As mentioned in the latest Balanced Dividends Shopping update, I recently ventured to Indiana this past Saturday. After jumping on a 7:00 AM train from Grant Park to the southwest Chicago suburbs, I joined a few friends as we formed a caravan to cross the border.
With backpacks, sunscreen, beer, and other essentials mustered in our friend’s minivan (driven by his father-in-law), we ventured eastbound to the Hoosier state to attend Dark Lord Day. Here we go!
What Is Dark Lord Day?
Dark Lord Day is an annual festival held outside of 3 Floyds Brewery Located in Muenster, Indiana, just outside of Chicago near the Illinois-Indiana border, 3 Floyds builds the day around one primary attraction: beer. More specifically, one beer: Dark Lord.
The brewery describes the beer as:
A demonic Russian-Style Imperial Stout brewed with coffee, Mexican vanilla and Indian sugar, this beer defies description. Bottles available one day a year — Dark Lord Day — at the brewery in Munster, Indiana.
There are other beers from both 3 Floyds and guest breweries available (along with food from 3 Floyds). But the main gig is the 3 Floyds annual-only offering of Dark Lord. And metal. Lots of metal music (which I’m impartial toward).
Overall, the $180 ticket included festival admission, the metal show (I have no idea which groups performed), and 4 bottles of 2018 Dark Lord beer along with 1 bottle of a rare 2018 Dark Lord variant at random in a prepackaged tote bag.
What Did I Learn About Dark Lord Day?
As with any experience in life, you’ll likely learn a thing or two that you didn’t expect. At a minimum, you’ll see or hear something new and different. Saturday at Dark Lord Day did not disappoint.
Aside from the usual shenanigans one associates with drinking alcohol, I also learned or was reminded the following about supply and demand. And a couple of other random things.
Product
3 Floyds has some very good beers. They only make and sell Dark Lord for Dark Lord Day, but something about it is quite refreshing. Despite it being 15% alcohol, the usual kick or taste you get with drinking that type of high-alcohol beer isn’t fully there. And that’s why you can savor it more slowly and really enjoy it. While definitely not having the taste of a wine, you can drink the beer at a leisurely pace, smell it, and appreciate its taste.
A highly sought-after beer available only once a year clearly is a good product. Sure, it tastes pretty good. But the hype and fanfare around the beer and the experience of the day is just as intriguing.
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People
One random attendee said it quite humorously: “on any other day, these people are probably some of the laziest f*cks in America; but on Dark Lord Day, they’ll roll their asses out of bed bright and early to grab their Dark Lord.” The guy saying this was dressed up as a viking. He also maybe already had a few drinks in him prior to 9:00, but I could see where he was coming from.
But I disagreed with the overall statement. On the contrary, the people attending, such as ourselves, were quite motivated and driven. Whether it was the other people dressed up as vikings, the storm troopers from Star Wars, or various other personality types, everyone there likely had at least one common passion: beer.
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Planning
Dark Lord Day has been going on for several years. This was my first event, but you could tell the brewery thoroughly planned the event. Attendees also received take-home items as part of their ticket cost (more details in the next section).
To deal with the crowd and to manage the pick-up process effectively, the event had some strict but understandable rules (from the Dark Lord Day site*):
*Tickets are $180 each, limit two per person. You must have a ticket to enter the festival. No reselling. No refunds. No transfers. This is a 21+ event.” This clearly enforced and restricted access to the event.
*The name on your ticket must match the ID of the ticket holder. If you purchase two tickets, your name will be associated with both tickets.
*Your second attendee must enter with you at the Main Entrance — no exceptions. Dark Lord bottle allotment is per person not per ticket. You cannot use two tickets to double your allotment.
*Ticket holders will receive an RFID wristband to use for entry, Dark Lord bottle pickup, and to purchase draft beer, food + merchandise. Dark Lord Day is a cashless festival.
Overall, I believe these rules did make the experience more enjoyable. I just wish they had some more lines / check-outs at the various beer, food, and merchandise sites; we waited a long time in a number of the various lines. But following the rules is important.
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Profit
As far as I’m aware, around 12,000 people attended the event. As mentioned, tickets went for $180 per person. I thought this was a bit high – especially as all food and drinks at the festival were NOT included. You had to purchase everything. After costs, I have no idea what the brewery made. But they’re certainly not hurting.
Despite the seemingly high upfront cost, everyone who went received 4 Dark Lord beers (1 pint 6 fl oz bottles) and 1 of 11 Dark Lord specialty variant beers (750 ml) to take home in a prepackaged Dark Lord Day 2018 tote bag. Remember, this is the only way to get these beers. And once a year.
I lucked out though: I actually got TWO of the variants! My bag came with two of the Lounge Against the Macromachine beers. The label describes them as “Dark Lord aged in tequila barrel with Mekong cinnamon, cocoa nibs, Guajillo peppers and tangerine peel.” Sounds good to me!
But a friend had received the Marshmallow Handjee, or “bourbon barrel aged Dark Lord with vanilla beans.” I ended up trading a Lounge Against the Macromachine for his Marshmallow Handjee. I thought it was a decent trade. Variety is good.
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What Am I’m Doing With My Beer?
Drink It
Perhaps the most obvious and the most likely of my options. But I do have four Dark Lords and two of the variants. I can enjoy a little while maybe considering other things to do with my spoils.
Sell It
This is discouraged by the brewery; I get it. I’m usually not one to do this sort of thing. But they’re a rare(r) commodity – at least the two variants. Prices online have ranged from a fifty or seven bucks to the mid-hundreds (which I don’t think is realistic). These prices are rare and not the norm. The regular Dark Lords are also not that unique (tens of thousands still got made this year).
Save It
This entails not drinking it for now. Having four bottles of the Dark Lord does help. The two variants – well, there is only one of each. All of these beers actually do age well for a couple of years, too. (So I’ve been told.)
Wrapping It Up
Would I do it again next year? Maybe. We did have a lot of fun. Aside from the long lines, I spent quality time with friends that I only get to see every few months. That in itself can’t have a price on it.
And, of course, I got to drink good beer.
Readers, have you been to Dark Lord Day before? Have you had this beer or anything from 3 Floyds before? What interesting things have you tried before (beer or otherwise)?
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Interesting Mike. I have never heard of it. Surprising considering I’m a beer drinker from the mid-west too. They must have a cult following for those limited time beers, otherwise it sounds a little pricey for what you actually get to have a crowd of 12,000?
p.s. I have the article with your back link scheduled for June 4th. It might get rescheduled, but didn’t want you to think I forgot about you.
Tom
I had been wondering about that post, Tom… kidding! Appreciate the call out!
On the beer, I’d seen it before among a couple of friends, but I think it’s steadily growing in popularity. It is pretty good stuff.
I like some others better, but 3 Floyds does have a lot of good beers…Zombie Dust is a good one. – Mike