This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

The Beer Dance: The Final Four Of Our Craft Beer March Madness Bracket

West bracket

Phoenix: Four Peaks Kilt Lifter Scottish Ale
Perhaps the best example of the humorously named beer that backs up the belly laugh, Kilt Lifter took down Portland and stormed through the early rounds on one tenet: Extreme beers wow, but simplicity wins.

A Scottish ale is one of the more benign styles a brewer can offer. Brewed well, though, it can be a pillar of business when selling to a session crowd that craves more than one. Kilt Lifter beat not one, but two IPAs on the way to the Final Four by offsetting their strong, hoppy profiles with smooth, settled malt while keeping its kick at 6% ABV.

Four Peaks has been just about as mellow through this process as its beer. It posts bracket updates to its social networks, it casually reminds fans to get out the vote and it sits back and watches its followers give it a lead and never let up.

It's a simple plan, but it's steady and it's been working. It's also a huge contrast in beer and promotional approach to its upcoming opponent ...

St. Louis: Schlafly APA
Schlafly provided this bracket with perhaps the best craft beer lesson of all: If you want people to follow your brewery, you have to go out and get them.

Schlafly's performance in The Beer Dance has been a free lesson in do-it-yourself promotion. During each round, the brewer sent multiple reminders to fans to get out and vote. It kept its Twitter feed filled with updates and provided links from Facebook.

We suggested that fans of all breweries involved vote early and vote often. Schlafly not only took that advice, but turned it into a campaign slogan. Their supporters have worked harder than some of the political campaigns to bring their voters to our polls and push the button for Schlafly's Dry Hopped American Pale Ale. The results have been hundreds of votes in each round and a more than 90% margin of victory in the last round.

Take note, young brewers, because this is how you not only succeed, but thrive in the shadow of the Anheuser-Busch (BUD) brewery. The Cascade and Chinook hop-heavy Dry Hopped American Pale Ale is hoppy, bitter and aromatic enough to pack a punch, but sweet enough not to scare away the newcomers. It's not a powerful pale ale at 5.9%, but neither are the Schlafly beers sneaking onto the taps during Cardinals games at Busch Stadium.

Schlafly's been the beat of this bracket because it has willed itself to be. Much like its craft beer competitors, nobody gave Schlafly a share to the market space. They had to step up and take it. When you can do that in the backyard of one of the biggest beer companies in the world, you can do it anywhere. Schlafly's fans know that, and it's frightening to think of what they'll do now that they're two pints away from a title.

Editor's note: Our antiquated poll tool couldn't handle all of the votes that we received for this heated rivalry (sorry about that), so we're extending the voting until March 30th and shopping out the tallying to our friends at Flisti. Again, our apologies.

Which Final Four beer would you prefer?

-- Written by Jason Notte in Boston.



>To contact the writer of this article, click here: Jason Notte.

>To follow the writer on Twitter, go to http://twitter.com/notteham.

>To submit a news tip, email: tips@thestreet.com.

RELATED STORIES:







Follow TheStreet on Twitter and become a fan on Facebook.

Jason Notte is a reporter for TheStreet. His writing has appeared in The New York Times, The Huffington Post, Esquire.com, Time Out New York, the Boston Herald, the Boston Phoenix, the Metro newspaper and the Colorado Springs Independent. He previously served as the political and global affairs editor for Metro U.S., layout editor for Boston Now, assistant news editor for the Herald News of West Paterson, N.J., editor of Go Out! Magazine in Hoboken, N.J., and copy editor and lifestyle editor at the Jersey Journal in Jersey City, N.J.
3 of 3

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 17,113.54 +61.81 0.36%
S&P 500 1,983.53 +9.90 0.50%
NASDAQ 4,456.0160 +31.3120 0.71%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto
Advertising Partners

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs