The brewery typically hosts midnight keg taps, parties and a special toast to celebrate the seasonal beer’s release. However, this year’s celebration will be different because of the COVID-19 pandemic.
Bell’s held a virtual toast — “Wake Up with Oberon!” — from its Eccentric Café pub Monday at noon. The company says the event will include “quite a few surprises,” including a special toast from Bell’s founder Larry Bell.
For those who feel the need to celebrate in person, Eccentric Café and Bell’s General Store will be open with limited capacity from 11 a.m. until 9 p.m. to guests who are 21 years and older. Safety and social distancing measures will be in place. Visitors can also pick up Oberon to go in bottles, cans, crowlers and growlers, as well as café food. In addition to the beer, the café will also serve up three Oberon varieties and Oberon inspired foods.
The fan-favorite fruity wheat ale was first released in 1997.
“We’re going to do something a little more out of the box,” Larry Bell said of the mentality while creating the brew. “This was not ordinary for the time. It was inspired by Belgian beers but it’s American wheat ale. It’s not Hefeweizen or something else. So having fun with it with creating a new brand but also stepping outside of what we were doing.”
Bell’s newest batch of Oberon left distributor warehouses on March 18. The seasonal beer will be available in Michigan through September. People in Florida and Arizona can knock one back year-round.