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What is the "L"?
One of the Milwaukee Distilleries made the Flag Bourbon to celebrate the decisive victory at the National League 163, the Brewers game, last year – and, of course, to convince the Cubs and their fans.
"It's all fun," said Pat McQuillan, co-owner of Central Standard Craft Distillery.
Of course that's it.
The new bourbon came out Thursday, a day before the 1-5 Cubs go to Miller Park to play the 6-1 Brewers in a weekend streak.
At the end of last season, Brewers fans waved "L" flags, including Wrigley Field. This is the same flag that the Cubs have beaten at the top of the scoreboard after the home defeats since 1938 – the sad counterpart of the now-ubiquitous "W" flag.
And you'll remember that in February, the Brewers were trying to prevent Miller Park from becoming "Wrigley North" – despite all these "L" flags – by offering a pre-sale to Wisconsin residents only for games against the Cubs.
"Any claim that this presale is an attempt to prevent Cubs fans from getting tickets for the Brewers is … well, rather accurate, in fact," admitted the Brewers on their Twitter account.
The idea of L Flag Bourbon began after Central Standard said the Cubs had "snubbed" its request to acquire the "L" flag flying over Wrigley after the Brewers beat the Cubs 3-1 in match 163 October 1 to win the NL Central Title victory.
"They sell their W flags at around $ 500 each for the benefit of their charity," said Central Standard co-owner Evan Hughes. "So we thought giving them the double and paying to replace their current" L "flag was an obvious opportunity to do good, help a great cause and celebrate the rivalry between our two cities."
Central Standard planned to brandish the flag at the distillery and then donate it to the Brewers Community Foundation.
What was the response of the Cubs?
"One (official) literally said," No, not for any amount, "said Hughes." As fans, I guess we can respect that kind of blind loyalty, but from a point of view charity, it does not seem to be very close … nor fun. "
Hughes and McQuillan, both "huge fans of Brewers," decided that if they could not get the flag, they would do what the distillers do: make bourbon. On Thursday, Central Standard began selling the 163 limited edition bottles (get it?) At $ 30 each.
They sold out in three hours, McQuillan said Friday morning.
Will they do more?
Yes, McQuillan said, "If demand continues."
The distillery is expanding in Illinois, and McQuillan said they might consider a W Flag Bourbon flag for Cubs.
"We discussed it," he said. "We'll see where it goes."
Twitter @timbannon
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