Ahhhhh, beer and cheerios. A time honored tradition among scholastic co-eds. Don’t you just miss Sunday mornings in college? Yeah, neither do we . . . but maybe it’s time to start asking ourselves if beer really does have a legitimate place at the traditionally unapproachable “A.M. table”, frat houses aside. Perhaps breakfast is a bridge too far, for now, but brunch is definitely ripe for craft brewers to step up and make their mark on the growing yet established dining trend in cities across the US. Make sense? We thought so too. We only wish we were smart enough to see the opportunity first.
It took our vastly superior fans to help us realize that 1) the potential for beer during brunch and 2) a way for Victory to specifically address the market. Enter Tommy Up and PYT.
Our good friend Tommy Up down at PYT in Philly sells a lot of Golden Monkey at his young but influential bar. Tommy, an accomplished party promoter in Philly, is no stranger to innovation. He’s been pushing the envelope from the very day PYT opened it’s doors. Whether it’s embracing social media, installing unique decor (check out thse background images), rotating a constant stream of jaw dropping burger recipes (try the Buffalo Springfield Burger: Fresh ground Buffalo, Dill Havarti, Avocado, Pepper Aol) or introducing Philly to ‘Adult Milkshakes’ he’s always one step ahead of the masses. Knowing all this you would think that we would expect the unexpected from Tommy but when he showed us his new brunch special even we weren’t prepared.
Meet the Monkey Julius (see video above). It’s a Golden Monkey based libation custom made for warm summer brunches. 1 Part Orange Juice, 3 parts Golden Monkey and a splash of sparkly wine. Simple, refreshing and relatively cheap. Here’s where a beer based drink is genius for brunch: Restaurants and bars have to move product to make money but with the average Mimosa or Bloody Mary in Philly coming in at around $8 in this penny pinching economy the average customer can’t afford more than one (if that). Monkey Julius offers owners and managers an alcoholic brunch drink that’s as equally tasty and strong at a much better price point.
Special thanks to Tommy and all our friends at PYT for opening our eyes to the untapped market of brunch. It’s feedback and collaborations like this with our fans and family that keep us on the forefront of what’s possible. That being said, does anyone else have Victory mixed drink they’ve tried or created? Who knows, maybe someone in the Interwebs finally has the secret to introducing Victory to the breakfast table.