Ridgeline Lager sold sixteen cases in four days

Ridgeline Lager showed up last Thursday. By Monday afternoon we'd moved sixteen cases — singles, six-packs, a few twelves. No signage, no sample pours, no build on the end cap.

It's a straightforward Munich helles. 4.8%, maybe 18 IBU, clean malt finish. The label's minimal: off-white can, blue ridge line across the middle, brewery name in small caps at the bottom. Nothing about it screams "buy me."

But people kept buying it.

What actually happened

First case went to regulars who grab new lagers without asking questions. Second and third cases moved during the Saturday lunch rush — couples picking up provisions, a few folks who said they'd seen it at another shop two towns over and wanted to try it here.

By Sunday we were pulling from the back stock. Monday I doubled the standing order. Half that second shipment is already out the door.

It's not Fieldstone Kölsch levels of hype, and it's not going to replace the Clearwater Pale Ale regulars. It's just a lager that people keep reaching for when they're deciding.

We'll see if it holds through next week. For now, cooler three, bottom shelf, and going fast.