COMSTOCK TOWNSHIP, Mich. (WOOD) — A telltale sign of summer is on its way to West Michigan store shelves.
Monday is Oberon Day, when Bell’s Brewery releases its seasonal favorite.
“It’s kind of hazy, it’s kind of glowing and it’s a lot like the sun,” Director of Operations John Mallett said of Oberon.
Friday, he gave 24 Hour News 8 a tour of the brewery east of Kalamazoo cranking out the American wheat ale. Mallett says it’s one of Bell’s most popular beers.
“I think this beer has really (struck) a cord with people in Michigan and all over the country in that it comes out every year just as winter is releasing its icy grip on us,” Mallett joked. “So, it’s almost a sign that we’ve survived.”
Oberon Day has taken on a life of its own, with the stores ceremoniously stocking the beer on their shelves and several bars statewide celebrating with midnight tappings and launch parties. In Kalamazoo, Bell’s Eccentric Cafe holds a release party, and Sweetwater’s even makes an Oberon Day donut.
“I never thought it would be this big,” Mallett explained. “It’s great to get that customer, fan acceptance. Just that love of it.”
If you need help getting off work for Oberon Day, Bell’s will even send you an official excuse. But there are no promises it’s going to work.