Get ready to raise a glass – or rather, a mug. The wait is over, and New Paradigm Brewing Co.’s loyal fans will soon be drinking out of something a bit more personal.
New Paradigm, 600 S. Main St. in Elkhart, unveiled its Mug Club on July 22. The pre-sale for mugs began when the bar opened at 5 p.m.
Earlier in the afternoon, co-owner Brandon Stanley had no doubt sales would pour in. “If I don’t sell two dozen today, there’s something wrong,” he said. “There’s a lot of people lined up already.”
The cream-colored ceramic mugs, handmade by potter Jennifer Creighton, hold 20 ounces of beer, which is a fifth more than a regular pint at the same price. New Paradigm will limit the initial club to only 200 mugs, though Stanley said if the demand is high enough, they will consider offering more.
“Mugs will be one of a kind, individualized for the restaurant and the patron,” Creighton said. “It’s a simple, clean design with a third firing for the logo.”
Pre-sale will give the brewery a rough idea of how many people are interested. Creighton, who was commissioned to do the mugs after visiting the bar as a patron herself, will then send four different mug samples to finalize what design is most popular. All four samples will feature the brewery’s logo, but may vary in terms of personalized names, Stanley said.
But the Mug Club isn’t just about a fancy cup. Other perks include a complimentary birthday meal, a 50-cent discount on all snifter fills and access to mug club exclusive events all year.
For $75, patrons join a lifetime membership, with a $25 maintenance fee every year. There is also a second-tier yearly membership in the works with a glass mug.
The club will be a big support toward the license the brewery needs to sell their homemade beer. Their taps currently stream 17 craft beers, but Stanley hopes this new offer will allow for an October homebrew release.
A mug club launch party, for members only, will probably coincide with New Paradigm’s beer debut, Stanley said. “You get the prestige of sitting at the bar and drinking out of a mug different from all the other schlepps.”
If you’re interested in joining New Paradigm’s Mug Club, it’s easiest to visit the brewery in person. A PayPal account is also in the works for people who can’t come to the Elkhart location.