Sycamore brings back its NSFW Christmas Cookie cans
Add Axios as your preferred source to
see more of our stories on Google.
This year's can will again toe the line between festive and flirty. Photo: Courtesy of Sycamore
Sycamore's popular Christmas Cookie Winter Amber Ale is back with a new risqué can design.
Why it matters: The collectible cans have become a holiday staple for fans of the South End brewery since their debut in 2017-18.
Driving the news: Fans can order cases, mixed packs and merch for pickup at the taproom on Nov. 22.
- They'll also be available at Total Wine, independent bottle shops and select Harris Teeter bars next week.
Flashback: Sycamore made headlines in 2019 when its Christmas Cookie cans, decorated with pixelated reindeer in compromising positions, drew a visit from state alcohol enforcement officers.
- Regulators deemed the label too obscene for retail sale.
- That controversy cemented the beer's cult following and Sycamore's reputation for pushing boundaries.
What they're saying: "Our goal isn't shock value, per se. We want to make people smile and laugh and strike up fun conversations," co-owner Justin Brigham tells Axios.
The intrigue: Collectors often drive to the brewery for special releases, and Christmas Cookie is one of Sycamore's most popular releases.
- "We have some customers who have collected every beer we have ever released," Brigham said.
- When it's gone, it's gone — the brewery only produces one batch each holiday season. But the revenue from this special release is "tiny compared to the broadly distributed beers."
What's next: On Nov. 22, Sycamore will host Cookie Fest, featuring Christmas Cookie on tap, live music and a dog adoption event with Forgotten, Now Family Rescue.
Stop by: 2151 Hawkins St.