What!

Edmonton hockey fans create beer emergency

As the Oilers battle their way to the Stanley Cup finals, bar owners in Edmonton are scrambling to keep beer on ice for thirsty hockey fans.

A report in the Edmonton Sun says managers of bars on Whyte Avenue, known as the Blue Mile during the hockey playoffs, have had to place emergency orders for beer.

And:

Oh beer! Oilers running taps dry

Whyte Avenue watering holes aren't the only Edmonton establishments tapping out on beer.

Bars throughout the city have been running low on suds during recent Oilers games because of beer-drinking fans knocking down brews.

"It would be directly related to the games," said James Bennett, promotions manager for the Overtime Broiler and Taproom. "I don't think a lot of people anticipated that many sales."

Bennett said he does a few emergency runs to the liquor store a week for more bottles of beer.

I've never been a big hockey fan, but I've gotta respect a sport that can run their bars dry.

Is anybody else sensing a huge opportunity for an advertising blitz? I'm visualizing horrified bartenders, followed by frantic phone calls: distributors calling the brewery, brewery workers leaping into action (a man in front of a huge beer vat, fists clenched, urging: "Brew, baby! Brew!"), trucks being loaded at breakneck speed, truck drivers yelling "Hang on! We're coming!" Maybe some airlifts. Whaddayathink?

Slogan: if Canada can't keep their bars stocked, we'll do it for them!