Too early to be thinking about holiday drinking? This case of Mad Elf spotted at Bella Vista Beer Distributor over the weekend says otherwise. The release of the cult favorite yuletide sipper from Tröegs Brewing Company means the most wonderful time of the year is on. Whether or not you’re ready for it. But before you go freaking out about how you’re going to get some before stocks of the seasonal brew run out — and eventually they will — know that this year the Troegner brothers have upped the output, brewing 1,400 additional barrels of the honey and cherry-laden Belgian strong ale. Tröegs spokesman Jeff Herb tells Grub that the company’s move from Harrisburg last year to a larger facility in Hershey means they can make a lot more Mad Elf. “Believe it or not, a lot of it’s already sold before we even start shipping it,” Herb told us. “Our larger production facility definitely helps us keep up with the demand.”
The production of last year’s vintage was split between the old brewery, and the new one. Together, they produced 3,700 barrels. This year they made 5,100.
In addition to making more, Tröegs is also staggering Mad Elf’s rollout. Bottles began popping on beer store shelves in late October, but kegs won’t start showing up on bars tap lists until after Thanksgiving. “Because cases sell out so quickly, we’re holding back on the draught release,” Herb said. “That helps prolong the season.”