Wiley Roots Brewing Co. is getting into the holiday spirit this year by adding a cheerful giveaway to its annual Imperial Somethin’ release, with more than 500 mystery “no peeking” envelopes stuffed full of rewards, discounts and prizes.
Starting on December 8, Wiley Roots will begin handing out these no peeking envelopes with any on-site purchase over $25. Every envelope includes a free prize with top prizes ranging from two tickets to an exclusive barrel tasting to a VIP experience with the owners of the brewery valued at over $200 each. Envelopes may also include free merch, free beers and additional discounts for future use, but there is a catch.
Each envelope must remain sealed until it is returned to the brewery during a post holiday visit from January 2-31, 2024. During the return visit, when customers are ready to close out, a member of the Wiley Roots team will open the envelope to reveal the mystery prize. If an envelope is opened before checkout, the surprise is ruined and the prize cannot be redeemed, turning the envelope into a lump of coal.
“This year has been hard for a lot of people, so we wanted to do something fun for this release,” said Miranda Carbaugh, cofounder and chief operations 0fficer. “Imperial Somethin’ has always been a beer that we indulge in, we love creating different flavors like peanut butter cups and sugar cookies, and we try to do something entertaining for the release. In 2019 we made the can labels into a board game which people loved, so this year we thought we’d make the game bigger and add some big prizes. The no peeking envelopes are fun, because you don’t know what the prize is until you return. It’s gonna be really exciting to see people win.”
Kyle Carbaugh, co-owner and head brewer added: “We’re also hosting a limited truffle pairing on Friday, December 8, for anyone that comes to the taproom for the release. It’s going to be a special event and something we believe people need to lift their spirits. Wiley Roots is a brewery that has slowly grown over the years because of our dedicated following of local regulars and people who make the drive to Greeley for these special releases. This is our way of giving back and saying thank you.”
Imperial Somethin’ is the brewery’s award-winning imperial chocolate porter series inspired by nostalgic holiday desserts and seasonal flavors. Imperial Somethin’ Hazelnut Coconut, Imperial Somethin’ Hazelnut Almond Maple, Imperial Somethin’ Peanut Butter Cup, and Imperial Somethin’ Sugar Cookie will be available for on-site consumption and to-go in 12-oz four-packs, 12-oz mixed four-packs, with one can of each flavor and 12-oz single cans starting Friday, December 8. To learn more about the event, visit: wileyroots.com/nopeeking
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