Sycamore Brewing in Charlotte Releases Christmas Cookie Ale With Must-See Can Design

Sycamore Brewing released its Christmas Cookie Winter Amber Ale recently. The cans sport a new provocative design that you'll have to see to believe. Fans can order cases, mixed packs, and merchandise for pickup at the South End taproom.

The collectible cans started in 2017-18. They've become a tradition. The beer hits Total Wine shelves next week, along with independent bottle shops and select Harris Teeter bars.

"Our goal isn't shock value, per se. We want to make people smile and laugh and strike up fun conversations," co-owner Justin Brigham said, per Axios.

The Charlotte brewery made headlines in 2019 when its Christmas Cookie cans drew a visit from state alcohol enforcement officers. Regulators deemed the label too obscene for retail sale — it featured pixelated reindeer in compromising positions. That controversy cemented the beer's cult following and the company's reputation for pushing boundaries.

Collectors drive to the brewery for special releases. Christmas Cookie ranks among the most popular offerings. "We have some customers who have collected every beer we have ever released," Brigham said. When it's gone, it's gone. The brewery makes just one batch each holiday season. Revenue from this special release remains "tiny compared to the broadly distributed beers."

On Nov. 22, the taproom hosts Cookie Fest. Christmas Cookie flows on tap. Live music fills the air, and a dog adoption event with Forgotten, Now Family Rescue takes place. The event happens at 2151 Hawkins St.