"Do You Really Think This Is The First Time It's Been Warm?"

It happens about three times a week. Some one comes in for beer, a twelve pack, a case, a thirty pack, whatever. They hesitate for just a moment and say, "We're not going to drink it right away...do you have it warm?" The running joke in the industry is that the correct response to that question is, "Do you really think this is the first time it's been warm?" You see, beer is delivered in trucks. Trucks from the brewery to the train/plane/ship, from the train/plane/ship, to the warehouse, from the warehouse to the store, in trucks. Non-climate-controlled trucks. Trucks that get hot in the summer. Trucks that get cold in the winter. And when the trucks get hot or cold so does the beer.

In the 21rst century, beer, and the bottle and cans it comes in, are designed to withstand this kind of abuse. And if beer can deal with trucks it can certainly deal with being in somebody's basement for a few days. The only problem is coming up with a way to gently break this to the customer. If the customer is a woman, it's really not that difficult I just say,"oh, if you are going to drink it in the next month or two it won't make any difference."

and they just buy the cold beer.

But, men. Ah, men. Men will take any challenge to their knowledge of beer as a direct challenge to their masculinity. I have yet to figure out how to let them know they are wrong without the conversation ending...um...awkwardly. Someday I will, but that day has not yet arrived.